The brief was to clearly communicate that the stores were now open at night. The campaign had to be an OOH campaign and also work in print. This was communicated in the stores, where we already have our captive customers and they are those who already choose us and in print, we publish in the best-known newspapers in the country.

What we want to show is that the same thing that happens to people who work all day when they come home at night is the same thing that happens to people who work all night when they come home during the day. That same feeling of tiredness that happens to us after working all day is what happens to those who work at night when they get home.