How do we get people to make a donation this Holiday season? We capture the attention of the public in the same place where they are shopping for gifts and spending money. We show them a product that is tangible and activate their participation by demonstrating that the hope in peoples lives depends on them purchasing this product: a book whose pages are blank, whose stories are written with the ink of hope.
Advertising Agency: Leo Burnett Madrid. Spain
Creative Director: Oscar Lopez-Sainz
Art Director: Julita Pequeño, Seve Ruiz
Copywriter: Oscar Lopez-Sainz
Photographers: Ricardo Saez, Rodolfo Gomez
Additional credits: Natacha Martin, Alvaro Aparicio, Anto Ojeda
Released: December 2009