The main challenge was the budget: "We have no money." Given that Uruguay receives 3 million visitors a year, we should not only design a highly economic item, but also the object itself should serve us to convey the message communication. We designed a low cost promotional item that was both useful to communicate 1 to 1, and to generate content that we shared in social networks.

Observing the current habits of tourists, we notice something: people choose places to vacation for its amazing landscapes and then cover them with an iPad, a magazine or a newspaper. It is common to see on the beach people reading, chatting, etc. Of course the solution could not be to ask them not to do so but give the solution to do both at the same time. For example, playing Sudoku and enjoying the scenery. So we created the invisible Sudoku.

We gave invisible Sudokus to about 100 tourists, who received the idea with much sympathy. But the action generated content that we used to share in social networks, reaching more than 190,000 people.