Background Bolivia posseses two of the highest altitude cities in the world: El Alto at 4.100 meters above sea level and La Paz at 3.700 meters above sea level.  At this altitude, the only form of direct transport is the Cable Car or teleferico. The cold affecting both places is harsh for everybody, but specially for women.  The weather leaves their hair dry and damaged because of hot baths and showers, the use of hair dryers, irons dyes. The Highest challenge of the world To launch the new “Sunsilk Dry and Damage Expert” and to connect with women living in theses conditions, the benefit of the product, to restore damaged hair.  The highest idea of the world We used the masive public transport connecting both cities. Going up or down takes about 15 minutes, enough to communicate the benefit of the product, which is made for extreme conditions like the cold in La Paz and El Alto.  We made an intervention in the transport’s cabins and the women who entered while they commuted, they were able restore their hairs and theor self esteem. The highest results in the world Thousands of bolivian women with their hair restores with Sunsilk Dry and Damage Expert.