Inform the media and the principal opinion makers about the launch of the campaign; Provide materials and content for publicizing; Be creative and develop something daring/surprising.

A box was developed to be delivered before the launch of the campaign. Only a part of the campaign symbol was printed on the box, sometimes forming a question mark, sometimes forming a heart, instigating curiosity.

There is a surprise when opening the box: a balloon is released which reveals the campaign and the message: A Porto Seguro Auto campaign to leave city traffic a little bit lighter.

The media kit also includes a pen drive with all the information required for publicity, as well as T-shirt, button, stickers for cars, flyers, a lollypop in the shape of the logo and a small rubber heart which drivers can squeeze and relax.

Posters were put up in more than one hundred branches of the insurance company throughout the country and in various cultural spaces.The result was a record participation, with more than 10,000 entries, consolidating this award even further as the most important of its type in the country.