Create a limited batch of napkins developed for 3 national painters that could break paradigms of the distance between art and great audience and the association with a product that is basically disposable.

This painting creation was recorded on video and captured with photos. Videos were useful to create 3 mini-documentals which were broadcasted through placement in some prime open TV programs. Photos allowed developing an involvement on magazines with a personal experience record of each painter. Joined with this a real napkin was inserted.

This activity had an immediate effect on sales increasing 115% from the estimated goal. In turn, the brand won innovation and creativity attributes. And as a last point, the action stated that one good use of media is not only created from a communication strategy but it could be developed from the intervention of the product.