The Ponteio Lar Shopping campaign sends two very powerful messages. Taking a page from artists Liu Bolin and Cecilia Paredes, the print ads revolve around children who have been artfully camouflaged to blend into their backgrounds. Not only does this symbolize how invisible they are, it also shows how naked they are.
Conceived and executed by Jbis Comunicação, an ad agency based in Brazil, the Ponteio Lar Shopping campaign appeals to people to 'donate warm clothes.' It reads, "You may not see it, but in wintertime, many people suffer from the cold."
The Ponteio Lar Shopping campaign was art directed by Charles Alvarenga and creative directed by Fred Bandeira. Nevertheless, the true stars behind the heartbreaking and hopeful ad campaign are makeup artist Regina Maia and Márcio Rodrigues.