But when you start looking, you find that Elgin has always been at home. The air conditioning, the battery, the calculator and a multitude of other objects, household appliances and electronics. At the meeting, the client was clear: “We need you to help us strengthen our brand in the digital world, but we have not created profile in any social network and do not know how to find our audience there.” Ok, let’s start from the ZERO / But how to identify the public of the Elgin brand? Who consume content on air conditioning? Batteries? Calculators? These are products that we need every day, but we never see a creative ad on. The challenge was much greater than finding the target, is to create context! CHALLENGE ACCEPTED!