To launch a real estate that goes against the sameness that people were used to, we launched a campaign with TV, ads, radio and street actions to make people aware that they lived in a cliché.

The starting point of the campaign was a 1-minute commercial on television prime time. This is what stimulated our thesis about people living in a cliché and made everybody stop to think. Right afterwards, the entire integrated campaign was simultaneously launched. Give some idea of how successful...

The campaign put to the test all real estate developments in the country, making fun of common place. And Max Haus created a market niche that is theirs only. 346 apartments were sold in one single weekend. 600 in the month and three new launches practically sold out in two months.