Modern society doesn't really advocate the importance of religion, yet the Viva e Deixe Viver ad campaign shows that there is a a bridge between contemporary hobbies and religious tendencies. For instance, fairy tales hold morals and advice while also providing a haven for children and adults alike. Therefore, these print ads are cute and quaint as well as clever and direct.
Conceived by Sao Paolo-based ad agency Z+ Comunicação, the Viva e Deixe Viver ad campaign centers around the tag line, “Sometimes a story is worth a prayer.” The association itself focuses on visiting hospitals and cheering up sick children so as to speed up their healing. Therefore, embracing the fairy tale theme, particularly 'Red Riding Hood' and 'Peter Pan' is even more appropriate.