We came up with the idea that changes made in Economia & Negocios were so significant that the newspaper proved to be invaluable. So we transformed the supplement into giant wads of cash and distributed them at crowded sites in Sao Paulo city.

The big bank notes were a major hit on Sao Paulo streets. Over 40,000 samples were distributed, but the promotion caught the attention of a much higher audience of passers-by in the chosen sites. Economia & Negocios enjoyed a successful launch and people proved once again their love for money.