Ballantine's intention was to guarantee the "Leave an Impression" concept among the youth – a real challenge. So far, celebrity icons of the 90's had been in charge of conveying their message. We decided to change scenery and pass the responsibility to an object icon of the same decade, an object which really left a lasting impression on that generation. The Peseta, the old spanish coin. We decided to pay it tribute to by creating The Peseta Experience, the first live online auction in pesetas. To spread the voice we were present in several media, on the Internet, in the street, on the radio, and we even organized several events.