Driven by the Lion Proximity Portugal won in the last festival at Cannes, Proximity Xperience developed a surprise action with two objectives: congratulate the team involved in the winning campaign, and demonstrate to the market their talent to develop and implement relevant experiences. The idea was to bring a real lion to Proximity's headquarters. An invitation was sent, containing a real steak, inviting the target to come and 'please feed the animal'. The presentation was then held close to the lion. Those who didn’t attend received a presentation book handmade to look like a diary, with notes and picture clippings.

Proximity Xperience invited 14 journalists. 9 of those journalists came to Proximity’s headquarters and published the news. The other 5 journalists received the notebook, although only 2 were published.The main marketing magazine in Portugal, gave a special mention to the event in its editorial.