To communicate this innovation, we had to find an approach that would make consumers actually turn their heads. We went in search of a media partner that could really rise to this challenge. Hoje em Dia is one of the most successful morning shows in Brazilian TV. Testimonials are an important part of the local advertising culture. Product endorsements, however, can sometimes become a common-place-approach to introduce product innovations. We decided it was time we turned this around. We recreated the show’s entire set through computer graphics, in what started as a conventional celebrity endorsement. Halfway through the testimonial given by presenter Ana Hickman, we literally turned the show upside down. Suddenly the floor was over the presenter’s head, making the furniture fall at her side. It was an impacting way of showing that, in some cases, things make more sense when turned upside down.

It was an unprecedented partnership with a major Brazilian network, which allowed us to reach our consumers trough truly surprising, high-impact use of television media.Rexona turned upside down their entire line of roll-on deodorants.And we did the same to one of their target’s favorite TV shows.