Instituto Reação: Helping hand

In the beginning we give these children a helping hand.
After a while we stop. We don't want to get a ippon.

Instituto Reação is a NGO of a brazilian judo olympic champion, Flavio Canto. That NGO turns needy children from the slums (favelas) into athletes.

Advertising Agency: Contemporanea, Rio de Janeiro, Brazil
Creative Directors: Mauro Matos, Carlos Pedrosa
Art Directors: Fabiano Pinel, Bernardo Romero
Copywriter: Daniel Japa
Illustrator: Otavio Rios
Photographer: Studio do Cais
Published: March 2007

9 comments

Tincho's picture
Tincho
1093 pencils

I love the Art, but does everybody looking at this ad know what an ippon means?, because that could be difficult to understand for someone... and because I dont think that the target is only people that have done a martial art before.

(IPPON is a winning point in a martial art fight)

fractalrene's picture
fractalrene
1506 pencils

Tincho is right about this headline. The texts are good, they should have more presence. Good campaign.

Henry Costanova's picture
Henry Costanova

VERY NICE ART DIRECTION. FRESH AND NEW. CONGRATS

mAD MAN!'s picture
mAD MAN!

Brazilians Art Directors ROCK! Cool and fresh look!

Tchuby's picture
Tchuby

I love these.

PSDoctor's picture
PSDoctor

I actually quite like these. They're quite different. And the art direction is amazing.

Puppet75's picture
Puppet75

Wow. Like it. A lot. Both great executions.

yanglem's picture
yanglem

i like the art............ nice

Bombastic's picture
Bombastic

Very nice copy indeed. Awesome visuals.

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