The media execution took place in the run up to Christmas. It lasted for three weeks and took place exclusively on the internet; through YouTube and Facebook.

The creative execution involved using hidden cameras to capture the children’s response to our experiment and to film the reaction of their parents. With this content we produced a video which was posted on both platforms – YouTube & Facebook.

. More than 9 millions views (YouTube + Facebook)

. More than 200 thousand shares (On Facebook)

. 33% of the Brazilian internet was impacted by the video on Facebook (Source:Comscore)

. The video achieved more interactions than the post "Real Beauty Sketches" on Faceboook.

. The video was the second most viewed post in December 2013 on Facebook. (source:SocialBakers)

. The biggest social endeavor in Johnson & Johnson's history.