'Hugo', the character, and the brand, were created at the same time. 'Hugo', (an imaginary person) created the product and launched it under his own name. It’s Hugo who writes all the instructions on the pack (the pack has ridiculous instructions all over it), the one who shoots the tv commercials and the one who develops the print and OHH material. All the campaign is centered around this 'amateurism' concept.

TVCs: The order in wich the TVCs were aired was very important since we were telling a story. We were telling the story of Hugo or, better said, Hugo was telling his own story.Print, OHH and web was launched at the same time.

After 2 months, 90% of chileans knew the brand, were aware of it and liked the campaign. The concept had strong impact (recruiting teens & young adults) and has over 60,000 spontaneous fans on facebook!. 3 out of 4 who tried Hugo would try it again and the commercial ranked in the top 10 efficient commercials.