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
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)
Tincho is right about this headline. The texts are good, they should have more presence. Good campaign.
VERY NICE ART DIRECTION. FRESH AND NEW. CONGRATS
Brazilians Art Directors ROCK! Cool and fresh look!
I love these.
I actually quite like these. They're quite different. And the art direction is amazing.
Wow. Like it. A lot. Both great executions.
i like the art............ nice
Very nice copy indeed. Awesome visuals.