We decided to use a very common religious symbol in our country, the “oratory,” or specifically baroque oratories, or prayer boxes, fruits of our local art in Minas Gerais.

How to do this visually, how to find a media symbol?

In Ouro Preto - a historically important baroque city in Minas Gerais, Brazil - you'll see the smallest prayer boxes in the world.

We decided to put the prayer box inside a valve, a diode vacuum tube. The diode vacuum tube detector was invented in 1906 by Lee de Forest, and now is used by audio and amp aficionados. A little more than a decade ago was used in all areas of communication – TV, radio, etc. It wasn't possible to create a miniature and photograph later, so our option was a hyper-realistic 3D model, which guaranteed a great result.

5,000 posters were created and the effectiveness can be seen by the number of logins and people signed up, talking in that moment with our speakers in a chat room.