It's a good thing when you create an ad, but it's better when you think about the whole campaign. It's incredible when we could see our campaign on the streets, but it's better when it transforms itself into a project. It's unbelievable when a project comes to life, but it's better when it turns into a movement.

After those 25 years of my career, I've decided to put a flashlight on works that, in my opinion, are not only advertising but projects that enable changes. And, as I said, it's better when they become movements and maybe that's why you are here. Let's make it happen together.