Conselho nacional do sesi: THE WORLD'S BIGGEST HUG by Monumenta for Conselho nacional do sesi

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Conselho nacional do sesi: THE WORLD'S BIGGEST HUG

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Industry Public awareness
Media Ambient
Market Brazil
Agency Monumenta
Creative Director Frank Engelbert, Raphael Pontual
Art Director Cloves Menezes, Glauber Dorotheu
Copywriter Paula Cunha
Producer Rosely Youssef, Daniela Hemesath
Account Supervisor Livia De França
Released June 2011

Awards

Cannes Lions 2011
Outdoor Lions Digital Outdoor Bronze

Credits & Description

Type of Entry: Ambient
Category: Digital Outdoor
Title: THE WORLD'S BIGGEST HUG
Advertiser/Client: CONSELHO NACIONAL DO SESI
Product/Service: TRUE AFFECTION CAMPAIGN
Entrant Company: MONUMENTA Brasília, BRAZIL
Advertising Agency: MONUMENTA Brasília, BRAZIL
2nd Advertising Agency: AGNELO PACHECO COMUNICACAO Brasilia, BRAZIL
Chief Creative Officer: Carlos Grillo
Creative Director: Raphael Pontual/Frank Engelbert
Art Director: Cloves Menezes/Glauber Dorotheu
Copywriter: Paula Cunha
Planner: Fernando Torres
Account Manager: Martha Leticia Ferreira
Account Supervisor: Livia De França
Producer: Rosely Youssef/Daniela Hemesath

Description of Ambient execution:
In Brazil, thousands of children and teenagers are victims of sexual abuse.
To raise public awareness on the issue and increase the number of complaints, the True Affection campaign has been launched. And a symbol was chosen to demonstrate people´s engagement: A HUG.

Several Brazilian artists have joined the campaign and given their hugs. But we needed an even bigger impact to get people´s attention. We decided to think big. To give this hug we chose the greatest monument of Brazil, one of the seven wonders of the modern world: Christ the Redeemer, at Rio de Janeiro.

For two days, the statue´s lights were turned off. Using map projections we have created the illusion that Christ was closing its arms.