Lessons of Shame
In 1948, Costa Rica abolished its army and redirected billions to education. Despite this, many schools were shut down by the Ministry of Health, leaving some communities without any access to education. On the first day of school, World Vision organized a symbolic action by turning the public gallery of the new Congress building into a classroom for affected students. The event sent a strong message. It made politicians uncomfortable, pushed education to the top of the national agenda, and forced a public debate. Instead of budget cuts, the government increased investment in education. A presidential candidate later declared it a national priority. It was 60 minutes of class that changed everything.
Cannes | 2025
Gold - Brand Experience & Activation
Silver - Brand Experience & Activation
Shortlist - PR
Shortlist - Direct
CCO: Josafat Padilla.
ECD LATAM: Marcelo Bruzzesi.
ECD: Nelson Moya Alvarado.
Creative Director: Juliano Almeida.
Head of Art: Roberto Morales.
Creative Team: Jose Medina, Jose Murillo, Yeudy Guido, Jose Carlos Campos, Carolina Rojas, Sebastian Quiros and Matheus Matsumoto.