Hospital São Luiz: Rubik's Cube, 3

Newborn Care Classes.

Advertising Agency: Neogama/BBH, São Paulo, Brazil
Creative Directors: Alexandre Gama, Márcio Ribas, Wilson Mateos
Art Director: Daniel Prado
Copywriter: Patricia Leme
Illustrator: Marcelo Baltazar

April 2008


slim's picture
1047 pencils

Interesting, but exact same visual three times??? That's just lazy.

Kateter's picture
2029 pencils

I don't like it. reducing a child on strict mechanical level (yea, I get the symbolism)... being a parent is far from it.
I would expect this kind of idea froma a male copywriter. not a woman.

on the other hand, being awkward and confused when baby arrives has some genuinly funny moments. they should focus on that aspect.

Satria280471's picture
48 pencils

Yeah, I'm a parent and I think this needs more symbolism of love and caring. They're newborn, not new car.

krautland's picture
3216 pencils

I'm okay with reducing anything to just one level for the sake of argument. it's an ad and it has to work quickly.

that said, the campaign doesn't "this is so awesome" stun me. it's nice but not much more.

i am zero's picture
i am zero
142 pencils

it may not be 'awsome' but its perfect.

it is conveying direct message.
you need skills and ofcourse patience.

whoever came up with this thought in team, really got the insight.

i agree to SLIM about repetation.

pashya is zero

Frits Harkema's picture
Frits Harkema
713 pencils

One question arises: Who is going to solve the Rubics child with his feet in 60 seconds?

Brunoni's picture
103 pencils


Copykid's picture
95 pencils

Very good. Works for me as a parent. Perfect way to make clear that they give structure to the live of a baby.
Weither it's from a male or female creative.

By the way: solving the puzzle (= caring for a child), can't be done in 60 secs.
Like Pashya said: you need skills and ofcourse patience.

unaquestionediali's picture
484 pencils

that will probably be the last good campaign done using the rubik's cube...
very nice campaing.
compliments guys. i love brazilian ads.

1838 pencils

It's a shame that this has been used for childcare, because this could have been amazing for an issue which has less emotional elements to it.

We're going to need more lube.

NatalieM's picture
1685 pencils

Kids are a challenge. The image depicts that. The client helps to solve the problem. These work!

espi72's picture
75 pencils

really, good idea, don't need the other two.

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