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.
Play case film — sound on2:15- Client
- 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 CGI, no special effects, a desk, a glass of water and a 94-year-old woman with a lot to say. The Farewell Ceremony, out loud, on a Sunday evening in August at the Ibirapuera Auditorium.
The result
The park filled and stayed filled to the end. Guinness certified it as the largest audience for a live reading, and a theatre run followed with 10,000 tickets gone in under three hours. BEA World gave it a Bronze in the overall Grand Prix ranking and two Silvers.
Credits
Creative — Lucinha, Angerson Vieira, Caio Verçosa
Editing — Fernando Freitas
Special Projects — Lica de Souza
Motion Design — Edu Menezes
