Cannes Lions 2008 Silver Awards : CHILD POVERTY INDIFFERENCE AWARENESS : TEST

Casa do Zezinho Test
AlmapBBDO
Cannes Lions 2008
Film - Silver Lion


Type Of Entry: Product & Service
Category: Public Awareness Messages
Title: TEST
Advertiser: CASA DO ZEZINHO
Product/Service: CHILD POVERTY INDIFFERENCE AWARENESS
Entrant Company, City: ALMAPBBDO, Sao Paulo
Country: BRAZIL
Advertising Agency, City: ALMAPBBDO, Sao Paulo
Country: BRAZIL
Executive Creative Director: Marcello Serpa
Creative Director: Luiz Sanches, Dulcidio Caldeira
Copywriter: Romero Cavalcanti
Agency Producer: Egisto Betti, Andre Soares
Account Supervisor: Carolina Boccia
Advertiser's Supervisor: Dagmar Garroux
Production Company, City: CINEMACENTRO, Sao Paulo
Country: BRAZIL



Synopsis
An experiment done with hidden cameras. The screen is split in two and shows the same child in both halves. in the first half she is clean and well dressed, like an upper class child, and in the other half, she is dirty and wears old clothes, like a street child. We see that pedestrians who walk by the rich looking child, worry and stop to see if she needs help while the same child, now dirty and poor remains unnoticed in the other half until the end of the film.

Link: http://www.canneslions.com/winners/film/win_3_4_03454.htm