By entering the site Semina Lubricant Gel, via the user in the centre of the page, one of those round markers appears, signalling that the home page is being charged.The marker was, for a time, slower than normal speed. This provoked user interaction, annoyed by the excessive time that the page took to assemble. Moments later came a finger icon that began to massage the marker round, a reference to the application of the gel inside. Alongside this picture came a sign that read: "Patience. And if it was yours?" The film closed with the signature: "Semina Gel, spread the joy."

To promote the lubricant, we came up with the Pau de Sebo (Greased Wooden Pole, literal translation), a typical amusement at Brazilian folklorical celebrations. A wooden pole covered in grease that people try to climb, usually for a prize at the top.

In our case, the wooden pole was covered with the lubricating gel, highlighting it´s main quality. And so it became the first lubricating gel test-drive ever: a 5 meters high pole, in the middle of the Parade, fully covered with the product, challenging people to climb it as fast as possible and without any outside help.

With a budget of only US$ 3,000, we created a strong promotion. In an event with 3 million people, it is estimated that the promotion reached over 1 million from the target group.