In Brazil, TV is still the leading communication leader. However, in the last 2 or 3 years some projects have come out of that reality. The costs for TV are too high and because of that, some internet projects have conquered that space. Eduardo and Monica is considered the leading Brazilian Branded Entertainment Project, and has influenced many other brands to invest in Brand Entertainment and not only in regular 30" TV spots. Because it's a 4 minute film (or videoclip), it could not even be aired on TV in a regular way, because TV breaks in Brazil can be maximum 3 minutes long. However, because of its big success it was also seen on TV, but as part of television shows, and content. In other words, it was aired without the brand having to pay for it.

Instead of TV commercials, we chose to do something different, we used the valentines week to launch the official music video of one of 80" biggest hits: Eduardo and Monica. A song about love, connection and change. A song that the whole country knew by heart, but that due to the late arrival of MTV, never got a music video. Well, treated as the official videoclip the channels multiplied day by day, entering MTV and all music shows and magazines. In the end, we got the biggest possible media of all: the band that had been over for more than 15 years started playing together once again due to the success and commotion caused by the videoclip.

Well, the result was astonishing. In the first week, the music video got more than 1m views per day, becoming the most watched video on YouTube worldwide that week, and the most shared advertising video on Facebook’s history. It became a trending topic for 3 days in Brazil and for 2 days worldwide. Of course, we became news in the most important national and international newspapers and magazines, generating for the brand more than $10m dollars in free media.The greater impact caused by the campaign, after that truly national commotion, is that the remaining members of the band reunited, after more than 15 years, for a new national tour with a new leading singer. Moreover, just like that the concept 'love, connection and change' became one more chapter in the history of a brand, and in the history of the country.