We showed grown-ups how the product was seen through the kids’ eyes, in a really fun way. What’s really important to a brand that sells play dough, since the most important thing for this kind of toy is imagination. And if you can materialize it and remember as a parent how fun it used to be playing with it, you basically turn them into children again. We did that, entertaining kids’ at the same time. Exactly what a toy’s brand like Estrela needs.

The audience was thrilled with the stunt. Lines were made inside some stores just to see it.

The sales of Super Massa went up an average of 350% at stores were the idea took place.