Cannes Lions
DDB BRASIL, Sao Paulo / SADIA / 2013
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He's been training hard for a long time, about 6 months. He runs in the morning, in the afternoon, at night, on the beach, on the streets. He also goes to the gym, he boxes, watches videos. He's always preparing for the most important fight of his life. Harder and harder each day. And the day finally comes. He gets ready. He appears. Everyone is shouting his name. We will win. We ring the bell. He approaches his opponent. Gets punched and falls on the ground.
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