We created action figures of the best medias from Brazil, we transformed them into heroes for the ones who are working hard to take their places. So we showed the way the market sees the best media professionals. As in Brazil the print media still is a very powerful media and a newspaper sponsors the award, we started our campaign on the main print medias from Brazil. First we showed the previous media winner from the award as action figures, than we transformed the nominees to the 2011 award and invited all the others medias to vote for the best media from 2011 at the website. And after we had the three nominees, we developed a real action figure of them and presented them with it. That impressed everyone because we made every childhood dream come true; we transformed them into heroes.

A buzz started on the award, which is usually common at the creative department not the media department. Friends and colleagues of the medias, everyone wanted an action figure of themselves.We had and increase on the entries; from 104 medias in 2010 we jumped to 137 medias in 2011. People still talk about the Heroes of Media, some of the media professionals uses their action figure as they avatar on Facebook and best of all, we let the creative department with jealous of our media award.