The main objective of the idea was to generate a debate over the reasons behind homophobia. Our insight was that homophobes think they are different from gays, lesbians, bisexuals and transsexuals, when in fact they are not. Therefore, we created a radio spot that was played in a supposedly gay radio frequency – meaning only homosexual people could hear it – to show people how absurd this notion really is.

The creative execution was relevant to Mix Brasil because if spotlighted homophobia in a light, entertaining way. It made people realize they had prejudices by simply playing a song on the radio.

The marketing plan was implemented in São Paulo, during the month of April on the radios and on the following months on the internet. The campaign ran according to plan.

Mix Brasil's goal was to raise awareness of its brand and shed a light on the sexual prejudice that is so inherent of Brazilian culture that people don't even notice it anymore. In both these subjects, the campaign got great results. Mix Brasil's portal saw a significant increase in unique visitors, 300%, with people spending 50% more time on the webpage per visit. The number of Mix Brasil's Facebook fans grew by 200% in two months and the brand got lots of free media around the web and on newspapers and magazines. The debate on homophobia was also back on the news in all major TV stations, radios and websites.