The agency drew inspiration from the concept of 'future' to create a full campaign with TVCs, print and Internet ads that highlighted a time-traveller. This was the main creative feature, and to improve that, we carried out an action that would simulate his appearance in several Brazilian movie theatres. First, customers saw the promotional spot; then, a time machine appeared inside the actual theatre. The time-traveller came out of the machine and invited the public to participate in the promotion. Then, he disappeared, leaving nothing behind. To do that, we needed a hidden projector and a movable screen.

The innovative action generated a great impact in movie theatres in Sao Paulo and Rio de Janeiro. Since it was an unprecedented way of communication, everyone left the place wondering what exactly had happened. Spectators were fascinated by the action, which generated a lot of spontaneous media for the promotion. The distinct activation, combined with the implementation of a consistent communication plan, led to a promotion with more than 700,000 participants and 11,512,000 registered coupons, exceeding the goals of the client for this specific effort.