• Almost 2 million views (YouTube and banner videos)

• More than 12.000 comments on Facebook

• #parabenssilvio (“Happy Birthday Silvio”): twitter trend topic

• 22 million people impacted during the campaign, only on digital

• All of it in only one day: 12/12/12!

The creative solution was the media solution! We surprised the most famous TV host in Brazil on the day of his birthday.

Colgate Total 12, in partnership with SBT’s commercial and artistic department, surprised Silvio Santos by running a tribute in absolutely all of the SBT's commercial breaks during 12/12/12.

We made hundreds of insertions, including product placement in a lot of SBT's shows.

The best part: we didn’t need to pay for the use of Silvio Santos’ image copyright. Why? Because the campaign’s protagonist is also the broadcasting channel itself, the owner of SBT. So the cache was the media investment!

Colgate asked for an impactful action to mark 12/12/12 with Colgate Total 12. December 12th also happens to be Silvio Santos’ anniversary: the man with the most famous smile in Brazil.

That was a once in a lifetime opportunity for Colgate Total 12 to make something huge. So we decided to make a surprise tribute for him in video.

Silvio Santos is a living legend in Brazilian television; he is the owner of the second most important broadcasting channel (SBT) and hosts to his own Sunday show since the 1970’s. We only had one problem: he simply does not do advertising.