To communicate how it’s easy to assemble their furniture, the Brazilian brand Tok & Stok launched an unprecedented campaign, organized by the agency DDB Brazil. The company provides instruction manuals via Twitter. At the profile @manuais_tokstok, consumers may see, in just 140 characters, how to assemble the furniture. They can also download an assembly diagram of each furniture. Beside the differential use of social media, the action also shows the concern of Tok&Stok and the environment: each manual in 140 characters on Twitter saved a piece of paper.