In Brazil, as in Argentina, the preparation and cooking of meat is an art form. And steakhouses are places of worship for discerning carnivores. For the restaurant Pobre Juan, to show that it has retained its sense of craft even though its chain is growing and rivals have entered the market, Dentsu created a different kind of outdoor campaign. It used stained glass as a medium to capture the restaurant’s reverence for meat, with different windows showing beef, pork, chicken and so on. Vegetarians might associate meat with blood stains, but for meat lovers, the stained glass hit the spot when it came to capturing the restaurant’s long tradition of great cooking.