Brief
To consolidate Doritos as a youth referent.

Challenge
To appropriate a generational desire. What do kids want? To physically approach the person they liked. How did former generations do it? Slow dancing. We had to bring slow dancing back. Radios and discos should play slow tracks again.

Strategy
Our plan had to include:
1- the relation of Millennials with media and technology.
2- the consumers themselves had to be part of it.
Objective of the plan: to gather signatures to demand discos to play slow music again: the site bringslowdancingback.com collected the signatures became the center of the cause.

Execution
We announced the crusade in the net and started the site www.bringslowdancingback.com. Then the consumers took over the cause. From a blog, two friends decided to organize a public party to slow dance around the Planetarium. The news of the event spread via Internet. 7,000 people got together spontaneously to slow dance at the Planetarium: the largest flashmob in Latin America. TV channels broadcasted the event live. We went form the online world to the offline world.

Results
- 502,000 signatures
- 320 discos and clubs currently play slow tracks
- Media coverage doubled the amount invested
- Sales went up 54% vs. YAG.