Cannes Lions
Y&R ITALIA, Milan / LOTTOMATICA / 2006
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A packed boxing arena acclaims a fighter with a loud cheer. The powerful athlete, with a determined look, is ready for the match. The champion boxer gets up and readies his fists. He immediately throws a powerful punch. His adversary is instantly downed. We discover, with surprise, that he is just a punching-ball. The referee counts down to ten. The champion wins by a knock-out.
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