Cannes Lions

Court

ALMAPBBDO, Sao Paulo / BOTICARIO / 2022

Film
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Overview

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Credits

OVERVIEW

Execution

The film starts with a lawyer in a courtroom making accusations against a mother.

She says that the mother couldn't breastfeed her child and instead used pacifiers and bottles. And that she was permissive with sweets. The lawyer also shows supporting images exemplifying those moments.

Then the film arrives at its climax, as she says the mother even questioned herself whether she should have had a child at all. At this point, she's pointing at the mother and asks the judge if that woman deserves all the love she gets.

We suddenly realize the lawyer and the woman on trial are the same person. The camera pulls back and we find her daughter playing the judge, and answering: "of course she does!"

The film ends at a different setting, with the woman and the little girl hugging each other. The voiceover says: "motherhood isn't about judgment, it's about love."

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