The advertising campaign showed a confrontation between the sky and the earth as a fairy tale. This concept of confrontation between sky and earth, was shaped in the invitation, making participants take positions previously: Are you on sky’s side or earth’s side?. To accomplish this we developed a teaser and invited the target to communicate with the sky or with the earth, to know the reason for their confrontation. Two different telephone numbers were offered, each had an answering machine playing the role of the sky or the earth. A later invitation reconfirmed the place and date of the event.

The database used consisted of 250 journalists that received the invitation. A total of 173 calls were received, 92 to the sky and 81 to the earth.

The event took place on November 20th 2003, and the attendance was a big success, thanks to the action, 205 journalists and different media representatives (82% of the database) attended to the event.

The launch was widely remarked upon in the media environment.