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Invisible Connections

Laboratory Genera show how much mother and adoptive child can have in common genetically

Client

  • Laboratory Genera

Office

  • Sao Paulo

Challenge

For Mother’s Day, Genera, has decided to show how much a mother and her adopted daughter can have in common.

Inspiration

The campaign follows the entire journey of Sonia (mother) and Ana Lucia (daughter) until the moment they receive the results from their genetic and ancestry tests

Idea

The idea of the action by Genera is to value the invisible connections between mothers and their adopted children. They find out, for example, that both have a tendency for bitter tastes, lack of vitamin D and Type 2 Diabetes. Both do well under pressure and, for both of them, caffeine does not increase anxiety or makes them lose sleep