Cannes Lions
EURO RSCG ADWORK, Jakarta / DANAMON BANK / 2010
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A few primary school students were going to school happily. Suddenly one of them is stopped and starts walking backward. We follow him passing small alleys until he arrives at a house in slum area. On a bench, his father is enjoying some cigarettes. Each time he inhales, the student walks backward a few steps. Finally he stops at the door and looks sadly at his father while he's leaving. Then superimpose encourages parents to reduce their cigarettes expenses and save it for their childrens education.
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