We designed an innovative sponsorship system based on "frozen images" which, for the first time in our market, interrupted the thread of subject related programmes. When the presenters were about to inform the audience about the launch, ice would crack the screen until the image came to a stop becoming, more than ever, a truly "frozen image”. Then a scroll at the bottom of the screen announced the sponsorship of the said image, a sponsorship that concluded by "unfreezing" the presenters (returning movement to the images).

Total acceptance of the programmes was achieved: the average duration of each sponsorship doubled without any increase in the cost negotiated. 80% of the budget was tagged for the development of this action, reversing the original SOI. The film immediately entered the Top 5 in sales.