In Puerto Rico there’s a personal beauty oriented culture. No matter the occasion, Puerto Rican women will always aim to look fashionably loud when going out. In October, especially on Halloween, Puerto Rico celebrate several musical events to promote different brands. One would expect to see people wearing creatively spooky or even hideous looking costumes. Yet, interestingly, the Puerto Rican folks find this day as an opportunity to display exotic, suggestive and even sexually charged attire, turning a hang out into a fashion moment. That fact drove the agency to design three print ads, “The Rinse” among them, which directly alludes to a local idiomatic expression that local women say: “better dead that going out looking simple (that is, plain and ordinary)”. The agency used said insight to promote the brand.