The lines that make up the face actually spell out two words in Portuguese in each drawing. George Bush's face, for instance, is composed of the words "War" ("Guerra") and "Peace" ("Paz"). The top of Osama bin Laden's head forms the word "Dead" ("Morto") but his beard says "Alive" ("Vivo").The tagline is "Veja readers understand both sides."
Almap BDDO Art Director Roberto Fernandez said politicians were chosen because under Brazilian law they are considered public figures and their images can be used. One subject, Mr. Bin Laden, is not a politician but he isn't likely to sue either.
The campaign won the print Grand Prix at FIAP, a Latin American ad festival held in Buenos Aires in late April that is often an indication of which Spanish and Portuguese-language ads will do well at the Cannes Lions International Advertising Festival. FIAP's TV Grand Prix went to DDB Espana, Madrid, for a poignant Audi spot called "Zoo." In the spot, a series of images of listless, caged animals ends with an Audi in a garage with the tagline "We weren't all born to be in the city." Clearly only the Audi Allroad in this captive group is going to escape.