In its first anniversary, Alejandra Forlán Foundation wanted to create an action for the press, sponsors and potential sponsors. The problem: there was no budget for this.

To solve the problem, we create a present, a piece of merchandising that could be memorable for the target. The solution was simple: we send a keyring.

We sent 500 keyrings to very important people (media owners, journalists, bussinessmen, Marketing Directors). We spent only 1500 dollars. Almost all the 500 people entered the site and viewed the video. Most of them continued their trip in the Foundation page and read a lot about the work done in its first year. Unexpectedly for us, the story of the keyring appeared in newspapers and TV. Because of that, Alejandra Forlán gave a lot of interviews and spread his message.

The keyring looked as a normal keyring, but it wasn´t. It was made with a part of a crashed car. In a website named www.millavero.com.uy (translated as mykeyring.com.uy), Alejandra Forlán told the people the story of the keyring. The story totally transformed the meaning of the present. After watching the video, the keyring started to function as a symbol of what happens if you don´t drive carefully. So, each time you would start the engine of your car, you will remember that story and you will be aware of the risks.