Cannes Lions
KEPEL & MATA, Buenos Aires / CENCOSUD / 2009
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A lion discovers that one of its cubs died swallowing a plastic bag.He bursts into a rage and decides to take revenge on the person who threw that bag away. He undertakes a desperate search, crosses the entire savannah, lakes, forests, days and nights. When he arrives to a city, he finds a woman with a bag like the one that killed his son.
Apparently he found the murderer of his son, and he is going to attack.
But to his surprise, many more people are going around with the same plastic bag, men, women, youth and families.
The lion is left disconsolate, not knowing what to do.
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