In a time of advanced and pervasive communications, brands and corporations are struggling to find and engage with their consumers. Channels have fragmented. Audiences are scattered everywhere. Still, companies are constantly looking to effectively impact people.

There is still a place where you are sure to connect with consumers, where you can use interactivity to create surprise and engage in a totally new relationship with people. No, it’s not the Web. It’s at the store, dummy.

The store is the place where you have the best shot of really going for it, connect with your audience using all their senses (or most), using a set of tools that would be unmatched in any other place. This, for example, is what we have done in Porto, together with TMN. This what how we perceive interactivity: as a means to create experiences that are really remarkable. Because they are real.

*or at the Showroom, or at your Headquarters, or at your Company’s Museum, or at… you get it now.

I´m very sad this week because the cutest project that I’ve ever worked on in my entire life … just finished. I literally shed a few tears once it was over because I don´t quite know how to explain my feelings about it. Maybe the child inside of me will miss the sensation of Happiness every time I saw the people interacting in front of the screen, taking pictures of the giant Coke bottle (with real coke inside … imagine the smell) or just laughing along with the TV Coke commercial.

The Happiness Factory from Coca-Cola was such a pleasure and a job perfectly done. Everything was perfect. Of course there were endless nights running tests and some nervousness, but from the very start, when we were invited to be a part of the it, we could see that this would be “The Project”, here in Brazil. One month of hard and pleasurable work.

I would like to congratulate every YDreamer involved. Capeta, Renan, Caetano and Daniel Prado, as well as the people at Gringo (our partner ad agency) and Coca-Cola, thank you for making my dream come true.