Costa Rica’s Young Lions, Humberto Ling and Josafat Padilla, participated with this piece in the young creatives competition in Cannes just a few days after the festival began.
In the style of the piece with which they entered the final phase of the competition in Costa Rica, this piece has the response to turn with your hands, and discover this new result as you can see in the picture below.
Being Amnesty International and a brief that proposed to encourage people to take action for their cause, to participate and be active protagonists of their causes, the print ad turns out to be legitimately interactive and propositive with a strong call to action.
The text suggests that it is in your hands to make a difference, and therefore, from an uncertain and anguished expression, with your hands you turn the ad and find the text and logo of Aminesty International with a simple effect by the smile that is discovered after the action of turning the page.
It is a simple and powerful idea, without special effects or the typical use of white, space and manicure design. With only a few hours to go before we know the result, we cross our fingers and congratulate them sincerely because they have done a wonderful job.
Win or not, this is an idea that will be remembered for a long time. The creative path used, although we have seen it before in other versions, works very well for the purpose and the brief delivered, so it could bring us a happy surprise. As the jury arrives at the Grand Palais
