Two ads were created for TV which mocked up the typical perfume and shampoo adverts aimed at young people in the target market.Through an appeal similar to the style of those messages, a simple strapline is delivered: Buy this attitude. Save energy.Outdoor advertising followed the same route: 3 classic messages; fashion, perfume and shampoo, but with models showing sensitivity to energy-saving, selling an attitude not a product. In addition to the strapline, each creative execution showcases the campaign’s website: compraestaactitud.es (buythisattitude.es)A viral video, a specific version of a format widely- known to the younger public, was created for Internet called “The Light Pong Masters”. It shows a group of young people getting up to all sorts, bouncing ping pong balls off everything imaginable in order to hit light switches and turn off the lights.

The campaign achieved high awareness levels: 60.8% of young people in Madrid remember having seen or heard it.They gave it a “Very Good “ score - 7.5 out of 10, highlighting its creativity, the format and the design of the creative execution.They also considered “Very Good “ (8.5), that Madrid City Council rolls out this type of energy-saving campaign to try to change our attitude and make us think about the planet.On the Internet it achieved more than 250.000 visits and the record for visits in one day was 39.913.It has been broadcasted on more than 30 blogs and forums in more than 14 countries.