The "hug" symbol was chosen for the campaign, but they needed a bigger impact. What could be bigger than having Christ the Redeemer (Cristo Redentor) give the worlds biggest hug?

Monumenta (Brazil) Chief Creative Officer:Carlos Grillo Creative Directors: Raphael Pontual, Frank Engelbert Art Directors: Glauber Dorotheu, Cloves Menezes Copywriter: Paula Cunha Planner: Fernando Torres Production Manager: Rosely Youssef Executive Producer: Daniela Hemesath Account Executive: Martha Letícia Ferreira, Lívia de França

Comments (2)

  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    You meet thousands of people, and none of them really touch you. And then you meet Cristo Redentor statue , and your life is changed forever.

    Oct 11, 2011

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.