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'Donate a Smile to a Child'

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F/Nazca Saatchi & Saatchi campaign for NGO Operation Smile appeals to the ape that exists inside us

'Donate a Smile to a Child'


The NGO Operação Sorriso (Operation Smile), which has worked in Brazil since 1997, is going through a tough financial period. The organization has already performed more than 5,600 reconstructive surgeries for cleft lip on needy children and now depends exclusively on local contributions. If it cannot get help, it will need to drastically reduce its work, leaving hundreds of people in Brazil without care or hope.

This is why the NGO is launching an appeal to the most primitive side of human beings: the ape that remains at the core of us all. The idea of the campaign Stay Apes is to preserve the essence of solidarity among human beings and, according to Eduardo Lima, Executive Creative Director of F/Nazca Saatchi & Saatchi, "To remind people, especially non-donors, that the act of sharing is what helped us evolve as a species and should never be ignored."


The commercial was inspired by a scientific study by Duke University that explored the ancestral nature of empathy - our ability to relate to the feelings of others. In the commercial (and in real life), a monkey decided, in a rational and premeditated manner, to share its food with another completely unknown monkey.

Paulo Mayon Benevides das Neves, President of Operation Smile in Brazil, commented: “There is nothing more genuine and satisfying than the smile of a child. And you don’t need to know the child to feel the power of this expression.  Therefore, I invite everyone to become involved with the stories of smiles that thousands of anonymous donors have given back, and of the smiles which, I hope, many others will give back.”

To donate and ensure that the NGO continues its work in Brazil visit:



AGENCY: F/Nazca Saatchi & Saatchi CLIENT: Operação Sorriso
PRODUCT: Institucional
TITLE: Monkeys

EXECUTIVE CREATIVE DIRECTOR: Fabio Fernandes | Eduardo Lima
HEAD OF ART: João Linneu 

ART DIRECTOR: Bruno Oppido

COPYWRITER: Romero Cavalcanti

AGENCY PRODUCER: Victor Alloza | Renato Chabuh | Gisele Campos | Maira Massullo
ACCOUNT TEAM: Marcello Penna | Thiago Iussim | Mariana Braga | Natalie Gruc

MEDIA TEAM: Lica Bueno | Olivia Baptista
PLANNERS: José Porto | Caio Felipe


DIRECTOR: Marcio Leitão


ART DIRECTOR: Amanda Stefani


EDITING: Marcio Leitão

ACCOUNT: Regiani Pettinelli | Marcela Sutter


COLOR GRADING: Leandro Arouca

VFX: Henrique Fernandes

SOUND HOUSE: Supersonica

PRODUCER: Antonio Pinto  

CATEGORY: Digital  

EXECUTIVE CREATIVE DIRECTOR:  Fabio Fernandes | Eduardo Lima


HEAD OF ART: João Linneu
ART DIRECTOR: Isabelle De-Vooght

COPYWRITER: Isaac Serruya


TECNOLOGY: Jefferson Russo | Ariadne Gomes

MOTION: Estevão Puggina

ILUSTRATION: Fabio Vido | Mauro Ferreira

CATEGORY: Imprensa

EXECUTIVE CREATIVE DIRECTOR: Fabio Fernandes | Eduardo Lima 

ART DIRECTOR: Bruno Oppido

COPYWRITER: Romero Cavalcanti

HEAD OF ART: João Linneu

AGENCY PRODUCERS: Jomar Farias | Robson de Vitto | Leandro Ferreira | André Fasanella | Izadora Menezes

CLIENT SUPERVISOR: Paulo Mayon Benevides das Neves | Cibele Coimbra | Clóvis Britto | Elisa Campos

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Categories: Charity, Corporate, Social and PSAs

Saatchi & Saatchi London, Tue, 05 Nov 2013 14:01:27 GMT