People love to talk on Facebook with their friends, not with brands. In other words, we were the uninvited guests of the party that had to come with something outstanding to grab consumers’ attention. Great occasion to place into their shoes and craft answers to the genuine question: “what’s in need for me”. This is how we created campaigns blending the products’ benefits with ways to pamper their Ego. Sharp activations that made them feel part of something big and look good in front of their friends.