Letters From Simone
Fernanda Montenegro read Simone de Beauvoir out loud in a park, and fifteen thousand people sat down on the grass to listen.
BEA World Experience 2025Bronze · Grand PrixSilver · B2C EventSilver · Press & PR
Play case film — sound on2:15Client
Itaú
Agency
ATENAS.ag
Role
Motion Design
Year
2024
The brief
Itaú gives away books. What it needed was an argument for reading itself, and an ad about reading is not one.
The idea
One actress, one author, nothing staged. No music, no effects, nothing on that stage moving faster than she reads. A Cerimônia do Adeus, out loud, at seven in the evening on a Sunday in August.
The result
The park filled and stayed filled to the end, and a theatre run followed it. BEA World gave the reading a Bronze in the Grand Prix category and two Silvers.
Credits
Creative — Lucinha, Angerson Vieira, Caio Verçosa
Editing — Fernando Freitas
Special Projects — Lica de Souza
Motion Design — Edu Menezes
Next case
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