Why not use the fact that the New York Times has been translated into Portuguese to prove that when you speak a language very well she looks native for you? We saw this opportunity to run an ad to remember one simple thing: when you study at Cultura Inglesa you speak and understand the English language like Portuguese language.

We need to make a very long negotiation to do what has never before been done in Brazil, publish an ad in the newspaper's head, to generate the impact it needed.

More than 170,000 readers of a newspaper with the largest circulation in the state of São Paulo were impacted by the announcement.