Print.
The Approach
To unveil the hidden truth, we utilized the medium of paper as a powerful tool. When spoken words were difficult to express, writing provided a lifeline from drowning in silence. With this concept in mind, we strategically chose the esteemed
Festival Internacional de Cine de Morelia
(FICM), the largest film festival in Mexico, to unveil our campaign.
The Idea
This was not just about telling a story.
It was about making people part of it.
Inspired by a film that exposes abuse in competitive sports, we transformed its narrative into a real-world experience —
one that couldn’t be ignored.
Inspired by the personal diary of Nadia, the film's protagonist, we created individual sheets of paper, each carrying a poignant message. As festival guests attended screenings, we invited them to take a sheet of paper, piece by piece, gradually revealing a profound revelation.
Each sheet had a message:
Jumping is for the brave
You are worth more than gold
Train not to shut up
We invited each festival guest to take their paper of the movie, so, little by little, we achieved a great revelation.
With the collective participation and support of everyone involved, we successfully brought to the surface a shocking story that lay hidden in the depths.
The campaign's impact was immense, leaving an indelible mark on audiences and igniting important conversations surrounding the issues addressed in the film.
Beyond the Screen
We extended the idea into the most symbolic space:
Swimming pools.
We transformed the bottom of Olympic pools into billboards, placing powerful messages where the story lives.
A space usually associated with performance,
now turned into a place for truth.
