When we think about long overseas flights, the ideas of jetlag, weariness, little room and discomfort during the journey tend to flash through our minds - we feel crammed in, and tired at the end of the trip.The objective of the campaign was to position TAM's Airbus aircraft as the best option in terms of comfort and convenience., thus strengthening the image of the airline company that has the newest and most modern fleet in Brazil in the world. By mobilizing a number of departments at Editora Abril - Brazil's largest publishing group - we made the ad possible - we made the ad possible. We wrinkled 1.2 million pages of Veja by hand to make the reader imagine what he/she feels when flying in uncomfortable seats with no legroom, and consider choosing TAM on his/her next trip."THIS IS HOW YOU ARRIVE IN GERMANY WHEN YOU TRAVEL IN A TIGHT SEAT. ISN'T IT ABOUT TIME TO CHANGE AIRLINES?"This advertisement had a loud and clear echo among all readers. Editora Abril received many letters and emails congratulating it on the great idea.Burti - the printer - received many calls from customers and people wanting to know aobut how they had managed to wrinkle so mnay pages by hand at one time.The campaign's huge success filled all TAM aircraft, even before the inaugural flight.Comments:Thais Chede (Veja manzine, Sales manager)"I have bene working at VEJA for one year and a half now, and never before had I gotten an email form a reader applauding an advertsement. This is the first one. Good job to you all."Message of an anonymous reader:"I congratulate the agency on the ad for TAM - the wrinkled one. I also want to praise Editora Abril for having made the proejct possible. There is no way one cannot notice this kind of ad....I woudl like to know about all the technical detials involved, how was thi page glued to the next one? How many tons of pages were wrinkled up? How did you do it? It seems impossible that the printer woudl accept a wrinkled sheet of paper. All I want to do is to congratulate all the people involved in the project on its success. Our media team made the whole creative idea workable and worked on the project's operational solution. We purposely wrinkled one page in an edition of the country's most read magazine before its distribution. This was the first wrinkled ad ever in Veja's history, which smoothly integrated the means with the message. this action showed how wrinkled, shrivelld and "beat up" one may feel after an uncomfortable airplace trip.that idea truly deserves an award because this simple procedure of messing up one single page of a magazine had strong impact and made the campagn successful.

Our media team made the whole creative idea workable and worked on the project's operational solution.