Instituto Reação: Fight, 2

Helping children in need to lead a better life. Even though it doesn't seem that way.
Instituto Reação. Judo and Jiu-jitsu classes for poor kids.

Advertising Agency: Contemporanea, Rio de Janeiro, Brazil
Creative Directors: Mauro Matos, José Guilherme Vereza
Art Director: Fabiano Pinel
Copywriter: Daniel Japa
Photographers: Aderi Costa, Studio do Cais
Published: May 2006


Ravages's picture
842 pencils

Even though what doesn't seem that way? Lost in translation or just bad copy?

andrej dwin's picture
andrej dwin
937 pencils

lost in translation I bet.
it just reads exactly the same way like when I translate my own headlines into english :-)
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proverbialthought's picture
278 pencils

Because it looks violent. They are helping the kids improve themselves by giving them something positive to do even though it looks like they are just fighting.

Culture In Ads:

shaft_drive's picture
273 pencils

dumb reader, i'd say. It's pretty obvious.

1838 pencils

Bad copy I'd say, but it's a good, honest idea. I like it.

We're going to need more lube.

Jean_BR's picture
48 pencils

this is stupid, teach poor kids to fight and they will fight, give them education

bubblestheclownfish's picture
618 pencils

I don't think anything was lost in translation.

Good ad.

Martial Arts teaches respect, self-betterment, control etc. The beat-downs are for shock value.

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