We were contacted by the ToLife laboratory in order to develop an action to impact during Expofarma 2012, the main professional event in Portugal dedicated to the pharmaceutical market.

The problem to be solved was in the place of poor visibility that was reserved for the brand’s stand at the event. It was necessary to gain greater visibility with the public present at the event. As the portuguese saying states ‘’if the mountain does not go to Moamé, Maomé goes to the mountain’’. Said and done.

A young man, impeccably dressed in a tuxedo, circulated around the exhibition and approached all groups of visitors that included at least one lady. The ‘’victims’’ were surprised when the young man knelt at their feet and, like an engagement request, he disbursed a box with an ‘’engagement ring’’.

The idea was to offer a commitment for life, symbolized by the offer of the ring. The gesture was completed with a message, which was in the ring:

‘’Generics are all the same, but some are for life.’’