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Government of the State of São Paulo: Malu Moletom
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The centerpiece of the campaign is a short animation for movie theaters and internet, which tells the story of Malu Moletom: A girl who lives in a city where everyone wears all the clothes they have, all at the same time. Nobody realizes that having so many clothes is excessive. On top of that, every night, when the sun goes down, mysterious earthquakes threaten this place.One day, Malu Moletom discovers that the tremors are caused by a Giant who lives in a cave underneath the city. When night falls, he shivers from the cold, thereby shaking the city. Malu Moletom realizes that she can use the extra clothes she has to cover the Giant. Everyone follows her gesture, and this gesture resolves the problem: The Giant stops shivering, the huge problem is resolved, and the Giant goes on to live in society.Agency: Lew Lara TBWA
Planning Team: Renata d’Avila, Maria Fernanda Haddad e Murilo Chagas |
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