Change the users’ perception of the brand Ceres: pass from the “dirty underground” to the “cool undergound”.
A brand new positioning and a new visual treatment: HEROES4CERES. The King of the joke, the Bastard Goodlocking, The Genius and Miss Hell are the 4 new heroes that could hide themselves just between the users. Through a Viral Video by Maccio Capatonda, the Brand started a digital and local recruiting campaign. Users just had to use the FB App, upload their image and their battle cry. Between the most voted participants have been selected the users to become the 4 Ceres Heroes.