Cannes Lions
Y&R, Sao Paulo / SANTA CASA DA MISERICORDIA / 2010
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The film shows a small cruelty, one of those that are so small that we don’t even notice it’s a cruelty. A slug moves slowly to reach an objective. It wants to reach the top of a tree, but 1 cm to a slug is like a lifetime. It strives, and moves, and moves, always slowly, but it moves. It takes days to get near the top of the tree and when it is almost there, a hand appears and places the slug back at its starting point. Enter the tagline: YOU MAY BE BAD. BUT YOUR BLOOD ISN’T. DONATE BLOOD AT SANTA CASA.
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