Strategy / Concept / Art direction
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Sinner represents all the sinners in the world. After all, in all of us
hides a sinner and behind shades, it makes it more easy.
To communicate this proposition and to generate maximum awareness,
we 'embrace' the biggest sinners of them all. A famous person will be
put in a Sinner Ad – in the newspaper and social media – with a pair
of Sinner shades the day after he or she committed a sin.