The daily pressure is so hard that we often forget what really matters. Thinking about this we created an activation action for Ilustre São Paulo with the purpose of reminding the city citizens four basic attitudes to live better: play, kiss, care and experience. On a Sunday morning, the parks Ibirapuera and Villa Lobos dawned covered in yellow, brand's DNA color. There were thousands of picnic towels available to the public, which they could use, enjoy and take home, many of which still had a special tag with a gift chair. Valuing people is the best way to talk to your consumer. After all, everyone is special and in the end, everyone is illustrious.