Creation led the creative conception of the Tour, developing an impactful itinerary that connected the brand's history and values to the local culture of the two cities where the Tour took place, Lisbon and Porto. Stimulating the participants' five senses, the experience included strategic stops at iconic locations such as the MAAT and the São Pedro de Alcântara viewpoint in Lisbon, and Café Guarany and the Serra do Pilar viewpoint in Porto, where guests enjoyed local gastronomy, panoramic views, and even a fado performance. During the Tour, guests had at their disposal an audio guide system that allowed them to learn about the benefits of the new product and information about the CeraVe brand, alongside details on the cultural and historical points of interest of the cities visited. This resource proved to be an innovative tool for the detailed presentation of the new product's attributes and features, as well as for reinforcing the brand's values and identity. In this way, we engaged participants in the experience, establishing a direct and memorable conceptual connection with the essence and objectives of the activation. By integrating heritage exploration with the product introduction, a subtle parallel was created that maximised the message's impact and the guests' interest.