Cannes Lions
LOWE ADVENTA, Moscow / DIEMA'S DREAM FOUNDATION / 2008
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The most common reason why people don't make donations is because they think there's too much effort and time involved. This ad shows how much this attitude is not consistent with the average person's behaviour, because when it comes to buying a simple can of soda, they are willing to waste time and effort, much more than they're willing to spend on a worthy cause.