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Workshop 22.06.16 · The "Personal Cybersphere" is a shield with which each digital citizen protects herself, blocking our campaigns. This is especially true of the so-called "Generation Z" and "Millennials". How can we as creatives and strategists gain entry to their personal cyberspheres? In this presentation, Barcelona Virtual revealed "the Four Rs": four separate levels that an effective, winning campaign needs to take into account, as well as the secret password for penetrating the Cybersphere in the first place. With humour, "ah ha!" moments and compelling European case studies, along with examples (PlayStation, Universal Pictures) and innovations from the speaker's hometown, Barcelona. Participants were then invited to tame the Personal Cybersphere themselves by working in teams during the rest of the workshop. The brief asked them to develop a practical strategy for gaining entry to the Cybersphere and activating the first two "Rs". In this way they would be able to successfully connect with their most profitable digital customers.