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70%, Mom

Campaign
Agency Network: 
Published/Aired: 
April 2012

Description

Print advertisement created by Y&R, Brazil for Danone, within the category: Food.

Caption

70% of you can be pure.
Bonafont eliminates toxins and purifies water in your body.

Advertising Agency: Y&R, Sao Paulo, Brazil
Chief Creative Officer: Rui Branquinho
Creative Directors: Rui Branquinho, Flavio Casarotti, Laura Esteves
Art Director: Kleyton Mourao
Copywriters: Laura Esteves, Pedro Guerra
Photographer: Rodrigo Ribeiro
Art-Buyer: Monica Beretta
Print Agency Producers: Elaine Carvalho, Flavio Zamboni
Account Managers: Alessandro Cardoni, Renata Colombo
Planner: Eliana Yamaguchi
Media team: Gustavo Gaion, Inajá Ramos
Client approval: Eduardo Gagliardi
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gbl's picture

ugly stuff.

gbl
Activity Score 451
Copy
MicheleVirgilio's picture

boring

MicheleVirgilio
Activity Score 2617
kleenex's picture

They have a concept, but it just does not work.

kleenex
Activity Score 51166
Web Designer/Developer
JFDreamer's picture

then, white blonde people are pure....

JFDreamer
Activity Score 176
BBDO - Perú |

keep smilling

Alicia Espinoza's picture

Haha, 70% of you can be pure, the other 30% can be just chilling and calling for attention in a boring less colored place of the world while you wear red socks or an orange glove, and meanwhile a Hippie that fell off into a can of green paint sends you white doves with messages of love.
You guys had so much more graphic potential with that phrase, I guess in the ad of the child and the grandmother you touch a little bit of the the surface, but not. The idea still in the three ads a little confusing and corny.

Alicia Espinoza
Activity Score 17
Graphic Designer at 866
sold's picture

Nobody notice that in each ad have an action that put a part of the body as a "no pure"
here, mother destroy the castle
hippie destroy flowers
kid... c'amon you can see

i dont think this is great
but you people here looking for the wrong, the mistake, not the right or reason why

lets be positive when we look at another's work

sold
Activity Score 3305
Copywriter
raynold's picture

stop photoshopping...

raynold
Activity Score 336
Editor
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