The campaign was very favorably received, commented on and publicized by the Brazilian press. And what is most important: 95% of the invited journalists appeared at the award-winning ceremony.

The Comunique-se Award is the most highly prized award of Brazilian journalism. The award-winning ceremony is broadcast live with nationwide coverage throughout the country. The winners are chosen by the direct vote of over 80 thousand journalists through the Comunique-se site. Since these professionals are very busy, the major challenge is to get them to attend the award-winning ceremony to receive their trophies. The objective of the communication, therefore, was to get the attention of the finalist journalists and motivate them to appear at the award-winning gala evening.

The creative solution was to make the journalist feel as though he was a giant of Brazilian journalism, since he was chosen as a finalist of the most highly prized award in the field. With this in mind, considering that he was a giant and everything around him was proportionately small, a micro invitation only 3 cm in size was made and the journalist would need a magnifying glass to read it. All the envelopes and invitations were custom-made.

We made an interactive piece that would get the attention of the journalist, since he is a very busy person and receives a great deal of mail. In order to read the invitation, he would have to use the magnifying glass we sent him, thus evoking surprise at the custom-made piece developed exclusively to communicate the choice of his name by over 80 thousand journalists as one of the best in the market. The campaign reinforced the positioning of the award as the most important in the country, and contributed positively toward the prestige that the prize holds among journalists.