TV ad: Operation Smile: Stay Apes

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F/Nazca Saatchi & Saatch Brazil's new campaign for NGO Operation Smile reminds us that the act of sharing is what helped us evolve as a species. The NGO Operação Sorriso (Operation Smile) has already performed more than 5,600 reconstructive surgeries for cleft lip on needy children and now depends exclusively on local contributions. If it cannot get help, it will need to drastically reduce its work, leaving hundreds of people in Brazil without care or hope. This is why the NGO is launching an appeal to the most primitive side of human beings: the ape that remains at the core of us all. The idea of the campaign Stay Apes is to preserve the essence of solidarity among human beings and, according to Eduardo Lima, Executive Creative Director of F/Nazca Saatchi & Saatchi, "To remind people, especially non-donors, that the act of sharing is what helped us evolve as a species and should never be ignored."