In the biggest sports newspaper in Brazil, Lance!, we ran an ad full of holes. With less paper and a photo of Morelia Neo highlighted, consumers experienced in their hands the lightness they would have on their feet.

On the day that the ad started to ran, the demand in the stores of São Paulo increased 46%. In Rio de Janeiro the demand increased 35%. The sales increased in every city that the ad ran. In a few days, Morelia Neo became a object of desire among the target audience.