Cannes Lions
LEO BURNETT BRASIL, Sao Paulo / ABRIL PUBLISHING / 2006
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In the film, a woman opens a jar of hearts (pickles) of palm by herself. But to please her husband, she immediately undoes the feat. She closes it tightly and asks him to open the jar as if it were the first time. Signature: “Claudia. Independent, but still a woman”. The idea is to show that the Claudia reader is a modern, obstinate and independent woman, so self-assured that she doesn’t have a problem with letting her femininity “show”.
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