ESPN - Bones , print Brazil

They're working on the pun "it's in your bones", possibly? Or perhaps another idiom that I'm not familiar with. Either way it's very "huh?"

Agency website: http://www.neogamabbh.com.br

Link to larger image 1

Link to larger image 2
Link to larger image 3

Client/Product: ESPN
Advertising Agency (Name, City, Country): Neogama/BBH, São Paulo, Brazil

Title: Bones
Executive Creative Director: Alexandre Gama

Creative Directors: Márcio Ribas, Wilson Mateos

Art Director: Daniel Prado

Copywriter: Patricia Leme

Photographer: Paulo Vainer

Illustrators: Roberto Jun, Bruno Mazzilli

Digital Retouch: Alexandre Calvin, Daniel Leão

Other Credits: Artist: Marco Di Giorgio