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The World's Biggest Hug

Agency: 
Published/Aired: 
August 2010
Description: 

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

Comments (7)

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Highest Rated

olarreaga's picture
olarreaga
Activity Score 51

Awsome buzz, great execution.

CommandZ's picture
CommandZ
Activity Score 2498

Love it. A nice fresh approach to the whole mapped projection tactic on a grand scale. Bravo, Brasil bem-feito!

Boxey's picture
Boxey
Activity Score 8881

The idea and execution of this are very cool. By the tone of your video and its music, however, you seem less concerned about helping victims of sexual abuse, and more concerned with how epic you think your Jesus hug is. Makes me wonder about your motivations.

kleenex's picture
kleenex
Activity Score 43349

I loved the idea, but I can see where you are going.

dbor's picture
dbor
Activity Score 1455

And, how many children were saved after that?

Vision_Vi's picture
Vision_Vi
Activity Score 104

The execution is really great. As for the result, I don't think it's possible to count the kids saved after this campaign. Anyway, the campaign drew more attention to the problem, and that's important too.

velle's picture
velle
Activity Score 1550

o christ this is awesome. this is what digital projections should be doing.

olarreaga's picture
olarreaga
Activity Score 51

Awsome buzz, great execution.

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