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Agency Network: 
Published/Aired: 
March 2010
Peter MacCallum Cancer Centre Ambient Ad -  Break

Description

Advertising Agency: CHE, Melbourne, Australia

Ambient advertisement created by CHE, Australia for Peter MacCallum Cancer Centre, within the category: Public Interest, NGO.

Caption

Take a break from the sun.

Executive Creative Director: Jason Ross
Deputy Creative Director: Richard Ralphsmith
Art Director: Josh Murrell
Copywriter: Sharon Condy
Producers: Connie Leone, Loreta Zaruski
Account Manages: Meagan Bell, Ebony Moore
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Highest Rated

Carlos Garcia's picture

Nothing groundbreaking but it's always a nice and clever idea.

Carlos Garcia
Activity Score 847
Copywriter at Zwela |

CG

CABAZORRO's picture

OHHH! nice.. very nice./....

CABAZORRO
Activity Score 366
graphic
atb2005's picture

Another fine example of an ad with solid link between visual, copy, and what's being advertised. It's true the use of shadows or drop shadows is no longer an original or groundbreaking concept, but here it's done exceptionally well. To my knowledge, Australia has the highest rate of skin cancer (makes sense), so the shadow approach here is perfect! It's not a mere artistic gimmick, as is usually the case with other similar "shadowy" campaigns.

atb2005
Activity Score 13557
JamaisVu's picture

Groundbreaking idea. Love how the billboard creates a shadow. This proves that the advertising industry hasn't gone out of fresh ideas.
Goodluck in Cannes :)

JamaisVu
Activity Score 408
Widget's picture

But, when this is done before. For VW. And has won some international prizes as well. Why does it push 9 on the rating? It´s a nice idea, I like, but when it´s been done before I think you guys should re-think your ratings...

Widget
Activity Score 5
CrackerJackFlash's picture

Not groundbreaking, but well adapted (vw)

CrackerJackFlash
Activity Score 19601
Creative Director |

www.crackerjackflash.com

Enduwolf's picture

Very nice, simple and effective

Enduwolf
Activity Score 165
Copywriter at Advertising Energy Group
desaipriya's picture

Love it

desaipriya
Activity Score 24
Copywriter at Memac Ogilvy & Mather
art.vs.commerce's picture

clever

art.vs.commerce
Activity Score 566
Art Director
Adaddicted's picture

Clever ambient!

Adaddicted
Activity Score 3435
Art Director |

withalltherespects

dsklan's picture
dsklan
Activity Score 1926
Art Director at homeshop
Dzsoi's picture

Thx, I was sure I have seen something similar. So the tool has been used, the idea is still fresh.

Dzsoi
Activity Score 8532
Copywriter at junior copywriter
thedesignaddict's picture

This idea has been done MANY times. Sun Chips did a great billboard a few years ago, and won a lot of awards.

http://vimeo.com/7084875

thedesignaddict
Activity Score 5403
Art Director at Freelance
andyStock's picture

Love it - I love how the advert creates a shadow in which you could take a break from the sun. Excellent.

andyStock
Activity Score 666
xcreativity's picture

love it! congrats for the creative director

xcreativity
Activity Score 2374

=== Looking for concept/art creative to form a team to work in independent advertising projects. ===

Alexandre Brito
Personal Page | Blog | Vlog:Video | Plog:Print | Twitter | Facebook

Ramezani's picture

comon this was done many times. last time by vw and much better
and other question: why do you congratulate the creative director? :-)

Ramezani
Activity Score 315
Art Director at Art Director
Dzsoi's picture

How would that be better?! A sunny day is good for many many things, not only test driving a cabrio. But this 'Taking a break from the sun' message fits so tightly to this leaky board solution they're almost f*cking each other.

Dzsoi
Activity Score 8532
Copywriter at junior copywriter
Phil Lestino's picture

we are having a good day for ads on this site.... nice

Phil Lestino
Activity Score 1684
binunk's picture

agreed

binunk
Activity Score 216
Graphic Designer at Art Director
Marlus Lau's picture

cool.

Marlus Lau
Activity Score 1808
Art Director at Editora O Estado do Paraná / Pós-graduação na Unicuritiba
®'s picture

Brilliant! except for noon time

®
Activity Score 131
Art Director
®'s picture

Brilliant! except for noon time

®
Activity Score 131
Art Director
Wordnerd's picture

there where better ads with this idea, sorry.

Wordnerd
Activity Score 6692
Copywriter
michelangelo's picture

very nice. very good insight

michelangelo
Activity Score 660
sirvan's picture

Guys! ...this has been done a zillion times before, and this execution is very, VERY boring.

Comon.

sirvan
Activity Score 29860

+++

"I love some things, and don't love some other things."

Prime83's picture

I'm jealous, congratulations.

Prime83
Activity Score 497
Creative Director at Huella Publicidad
perromalo's picture

Who pays for the ad?

perromalo
Activity Score 429
Creative Director at Mateo&co
Ensamblador's picture

Very clever, but how about some more shadow for people to rest away from the sun?

Ensamblador
Activity Score 239
Creative Director at OMM ensamblaideas
sloppy4's picture

much better idea than this.

sloppy4
Activity Score 1492
sirvan's picture

See? Yes!

sirvan
Activity Score 29860

+++

"I love some things, and don't love some other things."

Roger Keynes's picture

Ripper.

Roger Keynes
Activity Score 5498
Copywriter |

The Jobless Writer
Will Think for Salary

Widget's picture

Hm

Widget
Activity Score 5
Hiperion's picture

D O N E

Hiperion
Activity Score 3138
Creative Director at zinkproject Valencia
Carlos Garcia's picture

Nothing groundbreaking but it's always a nice and clever idea.

Carlos Garcia
Activity Score 847
Copywriter at Zwela |

CG

jinpa's picture

Wow!! gooood

jinpa
Activity Score 21
advertising |

reality

Critic's picture

Brilliant!

Critic
Activity Score 271
Copywriter at Slow shutters
Caprisel's picture

brilliant

Caprisel
Activity Score 63
Graphic Designer at NEMISA, Caxton magazines
textpirat's picture
textpirat
Activity Score 272
Düsseldorf
tanvir hassan's picture

good job.....though its been done before......still its working.....

tanvir hassan
Activity Score 36
Art Director at asiatic MCL
Shadow Ops's picture

Sun Chips was way more relevant than this. Perhaps they never saw it or at some point executional tricks get done enough that its ok to use them to make a point to the general public..b/c heck they don't care that sun chips did it. I give it a B-...not bad but nothing to rave about anymore.

Shadow Ops
Activity Score 148
Copywriter |

Let's keep advertising fun

toier's picture

photoshop?
anyway, i love it

toier
Activity Score 24
Graphic Designer
Guest's picture

wow! cool.. luv it.. :)

Guest
manumartin5's picture

now this is very innovative and clever. Hats off. But i wonder what will happen to it after the sun moves to different direction and in the night.

manumartin5
Activity Score 1196
Art Director at Infinity Advertising Services Pvt. ltd.
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