We invited the biggest star in Brazilian country music, the singer Luan Santana, to donate all the items on his rider for the first show on his tour. Since these lists of ridiculous demands always make the news, we decided to draw up a list that would get people’s attention. It included items such as: 400 blue pairs of underpants, 25 fans, 48 bottles of insect repellent, 50 recorders, 100 pairs of flip-flops, 200 towels...

When we “leaked” the list to the press, it started trending on social media and in traditional vehicles.

We called up the biggest star in Brazilian country music and “leaked” his rider for the first show on his new tour, through his press agent and Casa do Zezinho. The list, with zero investment, wound up quickly taking over news portals and social media. People were fascinated by the bizarre items on it. As the news circulated, we waited for the content to spread across Brazil and take on a new scale so we could then reveal the plan. The artist himself recorded a video on the day of his show and posted on all his social media accounts, explaining that all of the items he’d demanded would be donated to kids at the charity Casa do Zezinho.

During the initiative, as the news spread, other artists were encouraged to make lists as well. But the wave of solidarity didn’t stop there. Thanks to all the press coverage, Casa do Zezinho saw donations increase as well, ensuring food, school supplies, and clothes for those most in need. We could have gotten much more donations, but the quantity we brought in was incredible for Casa do Zezinho. Even so, we want other artists to keep on sharing the idea and making their own lists of demands.