Every year, SOS Atlantic Forest Foundation promotes its Photography Competition. The awards, directed at amateur and professional photographers, aim at calling attention to the Atlantic Forest theme, as well as enlarging the foundation’s image bank.

The pieces show the behavior of animals Before and After getting famous because of an awarded photograph.

The characters and the campaign pieces were featured on several blogs, and the tamarin became the darling of professional photographers and the specialized media, who began to make free PR of the competition. The campaign generated thousands of submissions, both amateur and professional, and the jury of the competition had to create honorable mentions because of the large quantity of photos competing.