Conselho Nacional Do Sesi: The World's Biggest Hug

June 04, 2012Filed under Media and Public Interest, NGO

In Brazil, thousands of children and teenagers are victims of sexual abuse. To raise public awareness on the issue and increase the number of complaints, the True Affection campaign has been launched. And a symbol was chosen to demonstrate people´s engagement: A HUG. Several Brazilian artists have joined the campaign and given their hugs. But we needed an even bigger impact to get people´s attention. We decided to think big. To give this hug we chose the greatest monument of Brazil, one of the seven wonders of the modern world: Christ the Redeemer, at Rio de Janeiro. For two days, the statue´s lights were turned off. Using map projections we have created the illusion that Christ was closing its arms.

Advertising Agency:Monumenta, Brazil
Creative Director:Carlos Grillo, Raphael Pontual, Frank Engelbert
Art Director:Cloves Menezes, Glauber Dorotheu
Copywriter:Paula Cunha
Planner:Fernando Torres
Account Manager:Martha Leticia Ferreira
Account Supervisor:Livia De França
Producers:Rosely Youssef, Daniela Hemesath
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