Fundação do Gil and Born are appealing for tax donations

The campaign is based on two distinct phases. The first was a social media build-up, developed in partnership with Momentum, which brought Gil into the present day. The mascot appears in 3D, with movement and a new visual style. From a more static figure, a “contemporary and approachable” presence emerged, accompanying taxpayers through every stage of the tax return process.

The second phase arrived with the campaign film, directed by Guilherme Cabral, produced by Mood2Create and with sound design by Guel studio. This video features children with adult voices, a contrast intended to convey the impact of the circumstances in which they have to live, speak, think and feel like adults.

Born’s Creative Director, Marco Pulido, believes that the “simplicity and power” of the film’s concept can serve as “emotional levers” to draw the Portuguese public’s attention to this issue and, above all, to encourage them to allocate their tax contributions.

Meanwhile, the president of the Gil Foundation states that this campaign is of “central importance”, not only to raise awareness of the work carried out daily in these children’s lives, but also as a means of fundraising. “We have seen very low figures over the years and, for that reason, we really need to reach as many taxpayers as possible,” adds Patrícia Boura.