Foco Magazine.
This Matter Needs Focus: Road Safety.
Road safety campaign for Foco Magazine. Headlines such as “Some people change when they take the steering wheel. They become statistic”, “Even with 4WD you couldn’t get out of this kind of pothole” and “That one for the road at the bar may be the last one if you’re going to drive” instigate the reader to think about the danger of drinking and driving.
AGENCY: Raru
CLIENT: Foco Magazine
YEAR: 2007
CONTRIBUTION: Concept and art direction
This Matter Needs Focus: Environment.
Environment protection campaign. Headlines are: “Global Warming. This matter needs Focus.” and “June 5th. World Environment Day. Let’s celebrate it without noise”. 
This Matter Needs Focus: Peace.
Opportunity ad for New Year’s Eve. The headline uses the expression “reach for the sky” or “hands up” during an armed robbery. The copy explain the wordplay: “In 2008, we wish to celebrate the reducing of violence”. 
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