To celebrate the 15th anniversary of Reclame AQUI, the main customer complaint website in Brazil, Grey launched an unprecedented action to remind people of how some of the companies that most disrespect consumers operate. Titled “The Payback Dinner”, the video produced by Grey debuted on Reclame AQUI’s social media channels on April 29 and, in less than three days, it received 7.2 million views, was shared over 300,000 times and impacted almost 50 million people throughout Brazil. The action invited business executives from some of the companies with the worst customer service according to Reclame AQUI users. Without knowing that they were being filmed by hidden cameras, the business executives got a taste of their own medicine when they were given terrible customer service: delays, lack of attention to their orders, mistakes and the other service shortcomings that their customers face on a daily basis. Instead of receiving a bill at the end of dinner, the directors were told their experiences reflected exactly those of thousands of their own customers. The identities of the participants were kept confidential.