To develop a case that through the sustainability policies of P&G, could make it's own communication sustainable.

We gave these materials to 5 of the most renowned fashion designers in our country, and they transformed the used billboard skins into high street fashion items.

The launching of the action was at the annual UNICEF televised fundraiser “Un sol para los chicos”. More than 1 million people watched the show. 26 million people in Latin America were exposed to the auction through the Mercado Libre website, and in only 5 days our designs received more than 22,000 visits and sold out. The idea was published in 5 of the most important fashion magazines of our country.