Press / Shortlist

Título: Resumé
Agência: J. Walter Thompson
Anunciante: Alcoólicos Anonimos

Diretor de criação: CCO: Ricardo John, Rodrigo Grau/ EDC: Humberto Fernandez / Creative Director: Mariana Borga

Produtor da agência: Marcia Lacaze, Ana Mello

Fotógrafo:: Regis Fernandez

Redator:: Ricardo Ribeiro

Atendimento: Thiago Galdi, Yves Rodrigues, Fábio Bastouly

Outros créditos: Artista: Diego Limberti / Produção de imagem e Retoque: Studio Boreal

Sinopse: The AA has always been an important option in the fight against alcoholism. So, finding ways to bring more people to get their help is, and always will be, a marketing opportunity. But very often, ad agencies use this opportunity to point fingers and tell heavy drinkers the obvious: They are destroying their lives and the lives of their relatives. So, this time, we wanted to say something different, something that was true to the brand and that could be more helpful for them. Show that the AA is comprised of alcoholics who have already been through everything an alcoholic can go through. That makes them the most qualified people to help other alcoholics. That is the message we want to convey, as objectively as possible. Our aim with the campaign is very simple: break the fear and shame barrier, making alcoholics feel comfortable and reassured to seek help and contact the AA.

Diretor de Arte: Humberto Fernandez, Pedro Coelho