Idea for SBP Insecticide: several images of real size mosquitoes were hidden all over newspapers articles about Zika and Dengue. On the back cover, there was an ad warning that the SBP Insecticide protects people even from the mosquitoes they cannot see.

We wanted to show how well the mosquitoes can hide and the newspaper were a perfect parallel as it has such a big physical space for them, like people’s houses.

For this execution, we used newspaper as our main platform.

We negotiated with Folha de S. Paulo, newspaper of great circulation, to interfere in the dengue’s special edition. In these editorial, we spread dengue mosquitoes hidden all over the titles, types and pictures as they do in any other ambient and you hardly notice. It’s an invitation to the people to find out on the paper reading and then in your life.

• Action/business results – sales, donations, site traffic, achievement against business target

Monthly sales forecast had been achieved in December/2016.

• Outcomes/awareness - change in behaviour, reach, public opinion, content response

134.000 people reached in one day.