Cannes Lions
AMÉN, Montevideo / UN WOMEN / 2017
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The piece begins by evoking a domestic sexist violence scene. From here on, the plot is revealed in reverse order and accompanies the man through the prior stages of his life. Therefore, we see him during adolescence, childhood, until we reach his birth. Unexpectedly, the next scene keeps going backwards in a way that it seems as if the new born baby was introduced back into his mother's vagina to get back into the womb. Then we reveal our message: We are all women.
This way, we reveal a new vision to make an impact on the perception and conscience of the people involved in gender violence. Violence against women is, ultimately, a violence act against everyone, against oneself.
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