Using an unconventional approach - the shadow of a TAM plane on the printed text - we synthesised what Sao Paulo’s inhabitants experience everyday, the shadow of TAM’s planes flying overhead.In the words of Mr.Ferreira, Gazeta Mercantil’s Commercial Director, “It was very hard to get the editor's approval, but the proposal was highly pertinent to the newspaper’s editorial. We did several tests to ensure quality, and the result was amazing!”

According to Rodrigo Lima, TAM’s Marketing Manager, the number of calls received by the 'speak to TAM’s president' special line - a customer relations channel - totaled 3,600, all of them praising the initiative (the channel typically receives around 6,000 calls a month).