Full of enthusiasm despite a zero media budget, we came up with the concept for a new study program at the University of Economics in Prague, “Multimedia in Economic Practice”. Creative Einstein was the protagonist of the campaign. Showing an example of an “ideal student” of the newly introduced program, we achieved that every tenth visitor of the microsite sent an application for the program. The original spot with his character was just as popular as his fun behavior on social networks. The students fell for him and created their own T-shirts portraying him that they wear until today.