AKQA São Paulo create Friendly Arms for Brazilian orthopaedic hospital, AACD

Brazilian orthopaedic hospital, AACD, providing treatment and healing for children with physical disabilities, shows the resilient power of gentleness, compassion, and determination with the beautifully animated Friendly Arms.

AKQA São Paulo created the intimate and sensitive film illustrating how friendship, love and perseverance will always triumph. The tender animation expresses how a shy boy without arms, is encouraged to dance without inhibition thanks to the playful encouragement of friends. The film’s protagonist is inspired by Samuel, a boy who received treatment from AACD Hospital after losing both arms while kite flying. Norwegian artist Mari Persen’s emotive track ‘Leo’ provides the vibrant rhythm for the film.

Produced by AKQA, Mono Studios and Prodigo, the film is the centrepiece of a communications strategy that also encompasses a live dance performance featuring Samuel and actress Duda Pimenta on Teleton, Saturday, November 10.

Edson Brito, Head of Marketing at AACD said: “I hope this loving, delicate film will raise awareness, encouraging Brazilian and international audiences to make donations for our vital and continuing work.” Donations can be made through SMS, Facebook Messenger, WhatsApp, QR Code and Pic Pay.

AKQA Executive Creative Directors Hugo Veiga and Diego Machado said: “Combining the poetic possibility of animation with a humane story rooted in truth, this film hopefully conveys how a small kindness makes the biggest difference, reinforcing the belief we all need support. The film is both a meditation and a call-to-action inspired by the enchanting innocence of childhood.”

Mono Studio directors, Bruno Bask and Eduardo Nakamura said: “In this film, we could amplify how soulful attitudes can transform lives. Samuel’s spirit and courage to overcoming physical trauma and emotional barriers became our motivation, encouraging everyone to immerse themselves in the project and appreciate the joy of living.”

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