Winter ad for the Salvation Army. In Brazil there is no indoor heating in houses, so is common to say that it’s hard to ‘wake up’ (get out of bed) in the winter. The ad plays with this concept and reads: If it’s hard to get wake up in the winter, try to imagine how it is to go to sleep. The lighting is purposely hard not just to create drama but also to reproduce better with the lower resolutions of news papers stock. 

This ad has won an award and is featured on the Creative Club of São Paulo book (equivalent to win a D&AD pencil)