# Explained Atrocity Ads The Positivo Books Aurelio Dictionary Campaign Addresses the Unexplainable By Meghan Young | Published 2014-02-05 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/positivo-books-aurelio-dictionary References: [adeevee](http://www.adeevee.com/2014/02/positivo-books-positivo-books-aurelio-dictionary-violence-racism-war-print/) & [masterromawaiteman.br](http://www.masterromawaiteman.com.br) There are many concepts in the world that are not easily comprehended or explained such as war, racism and violence; the Positivo Books Aurelio Dictionary ad campaign promotes a source that people can refer to when asked such tough questions. Although taking such a route may trivialize these atrocities on a certain level, sometimes what is needed are the [bare facts](https://www.trendhunter.com/trends/the-ordinary-x-uncommon) and not the emotions that go along with such words. Conceived and executed by Master Roma Waiteman, an ad agency based in Curitiba, Brazil, the Positivo Books Aurelio Dictionary ad campaign sets the definitions on top of [scenes that visualize their meaning](https://www.trendhunter.com/trends/beige-billboards). A powerful campaign, to say the least, it was art directed by Eduardo Tavares with creative direction by Flávio Waiteman and Victor Afonso. ## Trend Insights (Trend Hunter) - Score: 5.3/10 - Popularity: 61% | Activity: 89% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: South America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What Makes This Trend Stand Out - **Explained Atrocity Ads:** Master Roma Waiteman executed a powerful campaign for Positivo Books Aurelio Dictionary, that sets the definitions on top of scenes that visualize their meaning. - **Unexplainable Concepts:** Positivo Books Aurelio Dictionary ad campaign addresses tough questions and provides a source that people can refer to. - **Bare Facts Required:** Sometimes what is needed are the bare facts and not the emotions that go along with such words. ### Sectors Adopting This - **Advertising:** The Positivo Books Aurelio Dictionary ad campaign demonstrates how to create powerful and impactful campaigns. - **Publishing:** Publishing industries can promote selling of dictionaries for learning new things. - **Education:** Education industries can promote the usage of dictionaries as a medium of understanding tough subjects. ## Related on Trend Hunter - [Creative Ad Responses](https://www.trendhunter.com/trends/kiehls-response.md) - [Photosensitive Book Experiences](https://www.trendhunter.com/trends/the-outside-book.md) - [Ad Inspiration Archives](https://www.trendhunter.com/trends/nobody-reads-ads.md) - [Debunking Skincare Campaigns](https://www.trendhunter.com/trends/periodic-fable.md) - [Educational Valentine's Campaigns](https://www.trendhunter.com/trends/language-of-love.md) - [Love-Centric Public Service Announcements](https://www.trendhunter.com/trends/love-has-no-labels1.md) - [Anti-Gender Violence Campaigns](https://www.trendhunter.com/trends/antigender-violence-campaign.md) - [Secure Firearm Campagins](https://www.trendhunter.com/trends/safe-stories.md) - [Racism-Combatting Handbag Designs](https://www.trendhunter.com/trends/antiracist-handbag.md)