In the context of the magazine, the effect of the piece is extremely surprising as at first glance it appears to be just another motorcycle rider presentation. On closer inspection, however, one discovers that the individuals pictured are in fact octogenarians. The next surprise comes with reading the texts and the track records of each one. Finally, the title makes everything clear. In short, a totally new way to communicate a sports sponsorship.

Bancaja had never before ventured into the world of sports sponsorship. After this action, the brand was ranked in spontaneous notoriety surveys as the country’s seventh most remembered for sponsorship activities.