It was relevant because we were talking about a creativity award from a company that usually offers a traditional formats, placements and platform for their clientes. So the people from the agencies started to look at Discovery with other eyes.

The return was great for us and Discovery. We had 80% of the people we sent the bike to participating of the award with 3 finalists that did the final execution. We also have a great buzz and spontaneous PR from the people of the agencies, congratulating Discovery for displaying an idea very out of the box.