To give notoriety to the shopping gallery in a time of great publicity pressures from the big malls and fashion brands.Sales campaigns have already used all means and resources. We had to communicate the same message as the others, but in a total different way. We had to stand out, amaze. All the sales campaign consisted only of the banners that Boulevard Rosa places at its entrance every year. We had to make a true sales campaign out of them, through an aggressive communication: the only way of competing in the sales season. Boulevard Rosa is a small local advertiser with a low budget for publicity. The sales campaign, one of the most important in the year, consisted only of banners placed at the entrance to the centre. There was no possibility of using external media, so it was decided to play with that point of weakness and to create pieces which were as notorious as possible. This piece tells the story of David versus Goliath. It shows how the creativity in the media can surpass the high publicity budgets. Without making any campaign external to the centre, it achieved high notoriety due to its singularity and was vastly commented.It is pure creativity: an advertiser without resources; a high rivalry, big fashion brands; a different way of launching their message categorically; and a really satisfactory result.An icon was found in the arms pulled out due to the typical tugs, what transmitted the message of “the best sales” in a simple, direct and convincing way. What seemed in principle a point of weakness became an opportunity.

Boulevard Rosa is a small local advertiser with a low budget for publicity. The sales campaign, one of the most important in the year, consisted only of banners placed at the entrance to the centre. There was no possibility of using external media, so it was decided to play with that point of weakness and to create pieces which were as notorious as possible.