I was recently asked to develop a type treatment for the 18th edition of Chilean creative magazine JOIA. The guys from JOIA asked me to use the phrase "Hacerlo bien es la mejor promo" as quoted from a Spanish rap song. I've been told that this phrase roughly translates to "doing things right, working well, is the best form of advertising". I also needed to work into the treatment the words La Joya Dieciocho which translates to The Jewel 18.