The brief required creatives to develop an internet banner ad to drive donations to the Right to Play charity.
"In addition to delivering the positive interactive message, the Brazilian entry was head and shoulders above the rest in its simplicity and execution," said one judge. The winning entry showed a boy standing in the centre of a field, under the banner, 'Which direction would you like to take him?'.
By clicking to the left, the boy turned into a grim-faced child soldier; click to the right and he became a smiling kid in a soccer kit.
