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EUROBEST 2010
OH YES - The Briefing was to icentivate Portuguese and imigrant people to raise the birth rate. The comunication was only one outdoor.
IDEA:
I thought about something typographic showing some fun on the text "OH YES", because YES was the keyword:
"Oh yes, we're growing old. Oh yes, we need to make more babies."
The big final orgasmic "yes" has a lenticular effect which leads us to the solution.