From Y&R São Paulo we get this totally visually driven idea for national Geographic - and forgive me but my immediate thought was "Did National Geographic really approve this?"
The idea is so basic, it's confused. Take the popular snapchat faceswapping visual language, and use it as a visual "walk a mile in my shoes" metaphor. See through someone elses eyes. Get someone elses perspective. All perfectly logical conclusions if you're not laughing your sides off to how utterly ridiculous faceswapping looks. And if you somehow manage to take this seriously, you might be the type of person who confuses the images with blackface and will write a hundred medium posts on the awfulness of this idea. I hear ad people work 24/ in São Paulo. Maybe take a break and get some fresh air once in a while, because this isn't working.

Agency: Y&R São Paulo Client: National Geographic Brasil Creative Director: Rui Branquinho Head of Art: Felipe Pavani Art Director: Mariana Villela Copywriters: Rui Branquinho e Marina Erthal Photographer: Getty Images Art Buyer: Monica Beretta e Stephanie Wang Account: Vivianne Brafmann Media Team: Gustavo Gaion, Marcello Bolla
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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.

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