Cannes Lions

THOUGHTS

WIEDEN + KENNEDY, Sao Paulo / MONDELEZ INTERNATIONAL / 2015

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The video is a sequence of intimate portraits of different couples kissing passionately. As each of these couples appear on screen, we realize that each, in a different way, challenges the image of young, carefree and cliché couples we're used to seeing in advertising.

As we see the passionate kisses, we hear an instigating voiceover ask, "what are they thinking?” insinuating a host of social stigmas to imply all of the concerns that could be preoccupying the lovers as they kiss. The question is answered when the soundtrack comes to a halt. All we hear is white noise, illustrating the lovers’ perspectives and allowing us to reach the conclusion that such passionate love clearly doesn't leave room for any kind of concerned thoughts. "Think less, love more". Packshot.

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