The Young Lions Brazil 2013 ad campaign takes a roundabout way to get youth to participate in the program. A place for talented individuals to hone and display their industry skills while vying for an opportunity to participate at the Festival of Creativity in Cannes, the campaign focuses on those a little less willing to join in on the fun. It does so by visualizing the common Brazilian expression, "aswole face."
Conceived and executed by Master Roma Waiteman, an ad agency based in Brazil, the Young Lions Brazil 2013 ad campaign reads, “It won’t help when you make a face. Sign up before it’s too late.” This is accompanied by a disturbing image of a scrunched up, near-faceless expression. The campaign was shot by Fernando Ziviani and retouched by Jorge Bacellar.