Designed for millennials, Infinity had to be supported by a strategy that considered communication behaviours, interests and the values that the target represents. It was necessary to address them in a creative way by playing with the codes of the X/Y generation, as expressed by the tone of communication, colours, iconographic and musical references. This entailed taking a strong sharing and social media-oriented approach. The campaign slogan ‘Ready for Unlimited?’ is the element designed to trigger curiosity and is complemented by #DOWHATYOUWANT, which emphasises the spirit of freedom that underlies the Infinity offer in the choice of POIs.