The World's Biggest Hug
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 Directors: Carlos Grillo, Raphael Pontual, Frank Engelbert Art Directors: 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 Published: August 2010via adsoftheworld.com