Being sustainable even in the way of publicizing a sustainability study, we created a recyclable ad made of edible paper and inserted it in the top marketing newspaper in Brazil. We also created a website (www.comaesteanuncio.com.br/eatthisad - english version) and a web campaign with a cooking contest to award the best recipe using edible paper. We succeeded in making significant Brazilian professionals interact with our ad in an unique, innovative and positive way, as they all regularly read the newspaper. Besides eating the ad, they interacted, creating recipes with it.

The ad aroused so much curiosity that it got an invaluable amount of spontaneous national media attention. We broke the taboo that a newspaper cannot be 100% interactive. E-mails from all over Brazil were sent to MTV asking for samples of the ad. Everyone wanted to try the edible paper. The cooking contest website had thousands of hits and dozens of recipes sent in. The Brief launch event was a tremendous success with 100% market involvement and over 1500 professionals from all over the country attending, leaving twice as many wanting to come as there were places.