For the creative execution, we looked for one of the spots in Buenos Aires with the heaviest traffic, a lake in the middle of the city. Inside the lake we built a real size home to expose to the citizens the reality that always seems so remote: the reality the people from the North experience on an everyday basis. Next to the home, a sign read: 'The North of Argentina need your help' together with a contact phone number and where to make the donations. Because it was a very realistic representation of the effects of a flood, the people had the chance to witness and feel a situation they only knew of from some communication media. It depicted in such a realist way the dimension of the tragedy that it turned into donations for the Red Cross.

Thousands of people, who took pictures of it and showed them to other people, became aware of the tragedy together with the millions of others who learned about it in the massive communication media.

There was a great increase in the amount of donations and over 60,000 calls.