Cannes Lions

Robot

DPZ&T, Sao Paulo / ITAU / 2019

Film
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Overview

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Credits

OVERVIEW

Background

Read to a Child is an initiative of Itaú Bank that aims to stimulate reading in early childhood as a way to help children's development. An annual action that since 2010 has already distributed more than 51 million free books selected by experts from the Itaú Social Foundation. The campaign is one of the most anticipated of the year in the country, the requests are so many that the books usually run out in a few days. The Read to a Child Program is part of a series of actions by Banco Itaú, one of Brazil's largest private banks, aimed at promoting social transformation.

Execution

The film shows the story of a black girl of humble origin who grows up listening to her father read children's books to her.

Inspired by a book about robots, the girl falls in love with technology and becomes more and more involved with the subject: in her childhood plays, in school and even in college. But she has to overcome difficulties and prejudices to win her place in the area of technology.

When she becomes an adult, the girl becomes the leader in a major robotics company. In a big event of the company, she presents an invention: an incredible robot that she created. The woman then enters this same robot, which takes off and flies across the sky. At this moment, she remembers the book that inspired her.

The movie ends with the message:

When you read to a child, she can go further than you imagine.

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