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

Commercials: 
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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.
    http://www.canadagoose-house.com.

    Oct 11, 2011

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about the author

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 after growing up in Kiruna, Raleigh and Jiddah.