For children with cancer one of the biggest side effects is loneliness. Taken away from their parents, their schools, friends and family is heartbreaking. So DM9 in Brazil decided to do something about it. They partnered with WhatsAPP (and what looks like Hospital Amaral Carvalho) to create Elo Teddy Bear. Special bears matched to each child. This way their friends and family could send them messages through the teddy bear, so that the kids could at least hear their voice.

As far as I'm concerned this is one of the nicest ideas I've seen in a long time. If I were the creative team who came up with this idea and helped bright it to life, connecting grieving parents and family and friends with these poor kids is not only an award, but one that beat twenty Cannes lions any day.

Advertising Agency: DM9DDB Creative Directors: Álvaro Rodrigues, Diogo Mello Art Director: Guilherme Cunha Copywriter: Otto Pajunk Account Services: Renato Fachim Project Manager: Monique Lima Technology: 3bits Image Production: Trator Filmes Film Director: Will Mazzola Sound Production: Sonido Partner: FOM Approved by/Client: Antonio Luis Navarro