Everyone thinks to launch a movie, you need to own the conversation.
But for the Masters of the Universe toy collection launch,
we needed something bigger than media.
So we went to the one image everyone remembers.

The lightning bolt.

So we took a lightning rod, one of the most invisible objects in the city,
and turned it into the most powerful media space we could own:
A real life HE-MAN LIGHTNING ROD.

We placed on top of one of Sao Paulo most iconic buildings
during rainy season and wait for the magic.

Every time lightning struck,
He-Man’s most iconic symbol came back to life.