Cannes Lions
LEO BURNETT IBERIA, Lisbon / PORTUGUESE RED CROSS / 2012
Overview
Entries
Credits
Execution
We produced a special running bib for the race, designed to react to sweat.Each running bib had a hidden name of a real person that was being helped by the race. The harder people ran for the cause, the clearer these names got.
Outcome
With each drop of sweat, the Red Cross message got across to more and more people, showing that even a little drop of effort can help to fill someone with generosity and hope.
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