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Portuguese love their salt. So much so that some people think it's killing them and contributing to stroke and hypertension. For this awareness campaign, FCB Lisbon collected the salt from tears from people still grieving over the loss of their loved ones. And then they took the salt from their tears and bottled it.
Very nice tribute. Although it must be said that scientific study after scientific study is heavily refuting the correlation between hypertension, stroke and heart disease and excessive salt consumption. They are also pointing out that the reduction in blood pressure from cutting salt out of your diet is negligible. So for every one study that says salt is bad, there are three that say otherwise.
Regardless it's a touching tribute.
Advertising Agency:FCB Lisbon
Executive Creative Director: Edson Athayde
Copywriter: Viton Araújo
Art Directors: Eduardo Tavares
Film Director: Mario Patrocinio
Agency Producer: Cesar Monteiro
Account Director: Carlos Baptista