The media team understood the campaign’s relevance and ran the ad in the country’s most important news magazine, concentrating in Rio de Janeiro (Coca-Cola headquarters) and Brasilia (the capital) with Veja Rio and Veja Brasilia, respectively.

Due to the old-fashioned production method, the number of copies we could produce was limited. Considering this, we adopted the following strategy: in Brasilia, the ad was sent to all of the magazine’s subscribers, since these readers were critical disseminators. In Rio, our volume only allowed us to reach neighbourhoods with a large concentration of opinion leaders who could spread the idea organically. Which is what happened: the ad generated the greatest spontaneous publicity in major media vehicles that Coca-Cola Brasil has ever achieved for the cause. The video-case which showed the stages of the process was publicized, creating a strong viral effect online which reached a great variety of people beyond those targeted.

The campaign was featured in the country’s top newspapers and magazines, which increased its offline reach by over 590%. With the limited number of copies available due to the physical constraint of production with mimeographs, we managed to reach a much greater audience than expected. With the video going viral and widespread spontaneous publicity, an estimated 1,330,000 people were reached by the 20,000 ads. The theme’s exposure meant that millions of people could find out about and take part in the campaign, creating awareness and provoking reflection about a new attitude towards how we use our resources.