Cannes Lions

"Rights"

Y&R URUGUAY, Montevideo / TECHO / 2017

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Overview

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OVERVIEW

Description

In 7 streets of the city that bear the name of different Human Rights, we intervened the posters that mark their names, putting them in quotation marks. Thus, the streets "Equality", "Justice", "Freedom", "Work", "Democracy", "Constitution" and "Independence" dawned with a clear message in their corners: While thousands continue to live in poverty, human rights are not for everyone.

Execution

We made three-dimensional quotation marks to place in the signage of the names of the streets in their main corners. In addition, we put an additional poster with the message "while thousands continue to live in poverty, human rights are not for everyone" signed by TECHO.

Outcome

That day 7 streets of the most central districts of the city were intervened. With estimated traffic in tens of thousands of vehicles and hundreds of thousands of people. In addition, the action was filmed and shared in social networks, increasing its scope considerably.

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