All choices, as much for media as for creative, were made in reference to the target. The themes we chose were those that were most appealing to young people: sports, fashion, music, the environment. The guests, from Maude Carmel to High Klassified, were personalities that inspired them. And the platforms we chose were the ones they frequented most. It was by this approach that the campaign achieved its goal: proving to each young person that there was an engineer they could identify with.