The campaign was implemented in March 2009, in shopping centres in the city of Sao Paulo, where customers could visit Tok & Stok’s stores.

Make someone’s home messy.We used a real sock as an “envelope” for this direct marketing action. The idea was to slip the sock under people’s front doors in residential condominiums. So owners would open the door and find a sock thrown in the middle of their living room. When owners picked up the sock, they found a card inside that read: “Organize yourself”.

To arrive at the final campaign design, we took into account the store’s style: minimalist, modern and clean. The communication needed to have these characteristics.