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Description / Synopsis In a pitiable rundown shack, a man who seems in questionable cuts a slice od bread while coughing, then opens a bottle of beer. Speaker: "Luca works in a mine 12 hours a day. When he comes home, he's so tired he doesn't have the strength to speak, to play, or to do anything at all." A dog approaches the man wagging its tail to greet him; the man kicks it roughly away. He enters the next room. The speaker continues:"For Luca, work has become a problem rather than a solution. The only thing Luca wants to do when the day comes to an end is sleep." The man walks up to a bed and takes some money out of a tin box. Now we see that a dark skinned little boy is sleeping in the bed. The speaker concludes: "Goodnight Luca". | | Title | "Luca" | | Agency | Lowe Pirella S.P.A | | City | Milano | | Advertiser | Coop | | Brand Name | Coop | | Product Name | Supermarket |
| Sustainability Themes |
Ethical Business & CSR, Education & Awareness, Human, Labour & Social Rights
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| Date of First Publication |
N/A
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| Country of Production | Italy | | Type | Television | | Length | 30 seconds |
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| Art Director: |
Umberto Mauri
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| Copywriter: |
Dario Alesani
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| Creative Director: |
Aldo Cernuto
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Roberto Pizzigoni
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| Director: |
Agostino Panini
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