Cannes Lions

APCD - PORTUGUESE ASSOCIATION FOR MISSING CHILDREN

LEO BURNETT IBERIA, Lisbon / MISSING CHILDREN'S NETWORK / 2012

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“André”A woman is in the kitchen.

She’s with a cup of coffee on her hands and thinking. In voice over, she starts wondering about her son as any other mother.Mother’s V.O.:Did Andre sleep well?Brushed his teeth?Did he have breakfast today?Did Andre go to school?Did he...As we hear these questions, we see situations where she pictures her son. But instead of seeing the same teenager on every scene, we see a different boy on each one of them. They all look like, with blonde curly hair and blue eyes, but we can notice their subtle differences from scene to scene.In the last two takes, the lettering explains:You don’t know how Andre looks like today.Neither does his mother.The camera now shows the woman in a child’s bedroom. We see in foreground a picture of Andre when he was 4. We can notice his curly hair and his blue eyes.Lettering appears side by side with the photo:Andre’s mother hasn’t seen him since he was 4.

SUPER:Help us help these families.Portuguese Association for Missing Children

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