Interestingly, the images employ an intriguing omission, deliberately excluding the horses from the depictions. Besides adding a unique layer to the visual narrative, this choice also serves as part of the underlying humor, where the trophy's shape, ironically, is that of a horse. In other words, it symbolizes that a horse is needed to reach any desired destination.
In this context, the illustrations transcend the traditional boundaries of visual expression, sparking a deeper reflection on the unique dynamics between humans and horses. In short, the campaign not only celebrates the elegance and tradition of equestrianism but also leverages this inherent interaction to convey an insightful and memorable message about the importance of having a "four-legged companion" to achieve our goals.
Agency FCB Brasil·
Campaign Desafio Cannes·
Art Direction André Firulo·
Illustration Andre Maciel·