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The Iluminar campaign beautifully shows how “light transforms,” an idea put forth by the tag line. Clearly inspired by the work of artistic duo Tim Nobles and Sue Webster, each image centers around an artfully arranged pile of trash. Nevertheless, when a light is shone on the garbage, it casts a very different shadow. Whether taking on the form of a graceful ballerina or Keith Richards, the Iluminar campaign makes people think twice.
Conceived and executed by Reciclo, an ad agency based in Belo Horizonte, Brasil, the Iluminar campaign was art directed by Matheus Gomes with creative direction by Marcone Procópio, who also wrote the copy. The images were shot by photographer Cícero Mafra, who accentuated the sculptural context of these art pieces by capturing them in an art gallery.