Cannes Lions
OGILVYONE WORLDWIDE, Madrid / ACCION CONTRA EL HAMBRE / 2007
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We wanted to campaign against hunger. Hunger is a disease, a physical reality that causes anomalies and concrete physical disfunctions in bodies of concrete people. Therefore, we chose one of the more terrible physical symptoms of hunger: the absence of tears in cases of extreme undernourishment; that is to say, those who suffer from hunger cannot even cry. The chosen expressive form for this piece looks for the absolute austerity and crudity of the purely real thing. We only see an eye. Alive. In movement. And a bizarre desire next to a stand for casks to donate money: to help us to make him cry.
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