Movistar, the leading Spanish mobile company, renewed its corporate identity in 2005. This change was communicated in a massive and notorious campaign across all media, the internet included.The campaign started with some teaser ads focused on the new logo main symbol: a big “M”. In the Internet campaign, we used innovative formats to show the “M” in unexpected situations, inviting the user to play with it. After two weeks, a new series of interactive ads revealed the company identity completely.Finally, at movistar.es home, we invited the users to open a “pandora’s box” where Movistar’s new personality was hidden.