W@=D@ is a cross-media cross-cultural children’s edutainment project by SANCTA. In 4x4x25' docufiction TV-shows 2 cultural adventurers search for understanding of 4 objects of cultural significance in Mexico, Mali, India and China. W@=D@ consisted of a weekly docufiction TV-show, an online platform, a theatre play, a print magazine, school packages and city sculptures, … The project’s multipartner set-up engaged 4 major national media groups. Return on investment: “difficult” cultural and educational content turned into acclaimed edutainment during 4 years of cross media market presence, incl. 40% TV market share, 1.500 daily views of online clips, 80.000 print magazine copies in 4 editions, WOM among parents, … + lots of earned media attention… turning the world’s most frequently asked question into a brand.