Cannes Lions

RACE FOR A HAPPIER PORTUGAL

LEO BURNETT IBERIA, Lisbon / PORTUGUESE RED CROSS / 2012

Presentation Image

Overview

Entries

Credits

Overview

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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