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