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Award: Graphite Pencil

Graphite Pencil / TV & Cinema Advertising / TV Commercials 41-60 seconds / 2009

Without any speech, this commercial intends to show that people need to pay more attention to poor children. The movie is a test conducted in the centre of São Paulo city. A young actor sat there in two situations: first, with expensive clothes; second, with clothes that made him look like a child from the streets. When the 'rich boy' sat on the sidewalk, people who were walking past stopped and talked to him, and asked him what was wrong and if they could help him. But when the same boy sat on the sidewalk with poor clothes, nobody stopped. The sign inquires, 'Why are some children our problem and some aren’t?'

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