Launch the new Electrolux washing machine model with the exclusive sneaker-washing function, with a much reduced budget.

We created a new media: the wrapping tissue paper in the sneakers box. We made a partnership with the largest sneakers online store in the country and from then on, all the sneakers sold, of all brands, were wrapped in this tissue paper ad.

Five thousand sneakers users per day were impacted by the tissue paper ad. The action was featured in the main magazines and newspapers in the country. Electrolux was seen by the consumer market as an innovative brand that approaches other segments, not just housewives.