Vocalising what a fresh breath does emotionally with you. It inspires confidence and, moreover, can lead to vocal confidence: stand up, speak up, express yourself, and don’t be afraid to open your mouth. In a blink, the online context provides you not only the means to express yourself, but allows you to speak to a broad, engaged audience of millions of people. Evolving from functional to experimental this integrated campaign is perfect illustration of Web 2.0 approach: real time changing consumer generated expressions used as driver.Move the consumer to have a public say and to stop diplomacy when it comes down to having an opinion in a playful and highly interactive way.