Agency Network: 
February 2013


Print advertisement created by FCB, Brazil for Golden Cross, within the category: Finance.


Money: the more you earn, the more you need us.

Advertising Agency: Giovanni+DraftFCB, Rio de Janeiro, Brazil
Creative Director: Felipe Rodrigues
Art Directors: Felipe Gomes, Thiago Di Gregorio
Copywriters: Daniel Japa, Otto Pajunk
Illustrator / 3D: Iluminata
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Gumba's picture

Very nicely done! Max rate!

Activity Score 31
Art Director at Estagiario de Direcao de Arte
haole's picture

great job guys...

Activity Score 121
Art Director
bate_palmas's picture

Ok, I admit, I don't get it.

Also, I'd like to say it kind of says to me "the richer you are, the more able you are to get private health insurance, which in many ways is a scam in itself. So yeah rich people, give us your money. You've got it - we want it, and you'll feel more secure about your health".

But I don't get the creative.

Activity Score 1479
bate_palmas's picture

Ok the guy next to me just gave me his interpretation - which I had assumed already:

Touching money is full of bacteria.

Is this the idea?

It seems a bit of a stretch to me.

I don't know - I'm not feeling this campaign.

Activity Score 1479
stewart76's picture

Totally agree with bate-palmas... and the idea?

Activity Score 234
Creative.One's picture

Simple and good idea.
I like the campaign, well done!

Activity Score 21
ItMatters's picture

It's a far stretched to me.

Activity Score 2167
albinojc's picture

So, give us all your money.

Activity Score 285
Art Director at AMP Propaganda |

Picky1's picture

It's a bit weird. When you earn a lot of money, you seldom get it in cash. Unless you're a mobster. So, maybe you could rename it : no more "business care plan" but "mafia care plan". I also suggest to mention : "For clean hands, whatever you do for a living".

Activity Score 236
jamesplcross's picture

Is that award-winning advice? I think the translated copy is much better than yours.

Activity Score 160
Creative Director at McCann Manchester
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