We used a flyer, probably the most fragile piece of advertising to convince thousands of construction workers that APU Cement is the most resistant on the market.

We created The Strongest Flyer, made of Tyvek, a material almost impossible to break. We challenged them to tear it appart.

And the construction worker who was able to tear the flyer appart would be rewarded with a new house.

We produced 20,000 flyers made out of Tyvek, a material so resistant that is virtually impossible to tear apart.

We visited different constructions and challenged construction workers to rip the flyer.

Over 3,000 construction workers participated. No one could tore it.

Because no one could tore it, we had to raffle the prize.

During the 3 weeks of the promo the brand sold 45,000 tons of cement, increasing sales up to 16%.

That's how a simple flyer convinced thousands of builders that APU cement is the strongest cement on the market.

Challenge achieved.