In the year of the 200th anniversary of the brand that always told us to keep walking, the world was stopped by a pandemic. In this setting, we had to create a campaign that would convey hope, uphold the brand's spirit, and reach the audience with an invigorating and optimistic message.

As we researched the life of astronauts who remained aboard the Space Station for a long time, we became aware of the concept of "overview effect." That's when astronauts repeatedly see the Earth on the horizon and begin to perceive their own problems as more relative, developing an attitude that is significantly more optimistic and generous when they return home. With the help of a real astronaut, we based the entire campaign on that concept.

During a period as unique as the pandemic, we needed to be very precise in order to tell people to keep walking, at a time when the whole world needed to stand still. So we partnered with astronaut Deni Olivas to create a series of actions aimed at both conveying an optimistic message for the future and providing real benefits to people who had to put off their dreams because of the pandemic.

It all started with understanding the "overview effect." It was essential that the agency and the client were in full agreement about how to bring to the universe of communication the perspective of an astronaut who was in space for an extended period. So, starting with the hero video, we activated each point of contact with the consumer, providing online events, giving back what the pandemic took away, and especially, delivering a message of optimism and hope for the next 200 years.

Results were excellent. The year of the 200th anniversary had been spoiled by the pandemic, but we more than made up for it with a one-of-a-kind campaign that, with the help of an astronaut, shared with a multitude of consumers and employees a reality that for a long time only existed to the few who have been aboard the Space Station.