Social fights may seem ineffective. But the reality is that every small fight, awakens the will of another figth, and this is when you achieve a domino effect, a chain that leads us to conquer the great social change.
Fights are like little dominos pieces. Separated they seem small, but when they come together and share their strength, they can trigger big changes. That is why we use the domino effect as the central axis of the graphic identity and the campaign.
To express that idea we reduce the common image of the domino piece and use its line to allow us to separate messages. Everything we have to do, or everything we have done, to achieve great goals together.