Sao Paulo - Differently from the rest of the world, the official Valentine's Day in Brazil is celebrated every 12th June, a date set by retailers. By coincidence it is the same date as the World Day Against Child Labour, a significant cause that is always overtaken by Valentine's promotions and celebrations.
So ActionAid, an international NGO that struggles to eradicate poverty and injustice in the world, made an ad to remind people of what really matters.
Created by F/Nazca Saatchi & Saatchi, the ad shows a teddy bear abandoned in the middle of the dump, with the provocative line: "Valentines come and go. Childhood does not." The ad informs people that more than 20% of garbage pickers in Brazil are kids, a desolate but true reality.
AGENCY: F/Nazca Saatchi & Saatchi
TITLE: ActionAid - Dia Mundial Contra o Trabalho Infantil
CREATIVE DIRECTOR: Fabio Fernandes | Carlos di Celio
ART DIRECTOR: Thiago Manhães
COPYWRITER: Cadu Mendes
ILLUSTRATION: Studio Casanova
ACCOUNT SUPERVISOR: Ricardo Bonani | Malu Miranda | Aline Lopes
MEDIA: Lica Bueno | Marylena Gorayeb | Daniella Oliveira | Tainá Gaidano | Viviane Lima
ART BUYER: Andreia Nascentes | Alessandra Gamberalli
GRAPHIC PRODUCTION: Gilberto Rodrigues
CLIENT APPROVAL: Glauce Arzua | Bruno Benjamim