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We All Pay

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Published/Aired: 
January 2011
ClearWay Outdoor Ad -  We All Pay

Description

The outdoor board by Clarity Coverdale Fury, Minneapolis is part of a multi-media campaign that ClearWay Minnesota is running to raise awareness of the continued dangers of smoking and tobacco products. The tobacco industry continues to spend almost $200 million each year in Minnesota to attract new, young customers to replace the thousands that die each year from tobacco related illness. Additional campaign work will continue to emphasize the aggressive marketing practices of the tobacco industry. All of the work is available online at www.weallpaytheprice.com, a website designed to educate Minnesotans about the harms of tobacco and expose the tobacco industry's practices.

Outdoor advertisement created by Clarity Coverdale Fury, United States for ClearWay, within the category: Public Interest, NGO.

Advertising Agency: Clarity Coverdale Fury, Minneapolis, USA
Production company: 3 Ring Scenic
Executive Creative Director / Art Director: Jac Coverdale
Creative Director / Copywriter: Jerry Fury
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Highest Rated

Hidemat's picture

The concept is perceivable; a prison of cigarettes. It's a great concept. However, as Billoughsby says. Fine-tuning is necessary. There are some problems with the layout. The image of the woman smoking, for example, could be more integrated to the bars created by the cigarettes. Making her grab hold of the bars would have effectively increased the dynamic appeal of the billboard. I also noticed that the image is center on the billboard and that to me is a serious no no.

Though I don't know the budget. Maybe it's was a low budget project? In any case investigation and planing are both corner stones in graphic design.
So... great concept... average execution.

Hidemat
Activity Score 26
luispiter's picture

nice comparation... i like it

luispiter
Activity Score 2756
comunication
morse's picture

I'm not sure how the jail theme applies here...

morse
Activity Score 18024
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

pulchinela's picture

Everybody knows that the smokers are cigarette prisoners. The smokers know too. Give me a reason why I must stop smoking, more strong than a fact, please! It's a good job, but not enough.

pulchinela
Activity Score 1175
Ron Burgundy's picture

agreed, I stopped smoking because I felt like a walking corpse between smokes, and was only happy when my throat had a long enough break to have another smoke. To be honest, I feel like to actually nail an anti smoking campaign, you should probably be an ex smoker.

Ron Burgundy
Activity Score 1630
Art Director at Southern California
javier bizarro's picture

uhm, i don't know

javier bizarro
Activity Score 276
Art Director at Del Campo Saatchi & Saatchi
Billoughsby's picture

These suggest the columns of the Parthenon to me more than cigarettes forming prison bars. So in effect, they've classicised the behavior they would condemn. ("Oops!")

Sometimes, in the real world, a "kinda neat" idea does not have the necessary reach to meet implementation/execution half way. That's when you move on to the next idea. If the proportions of the cigarettes have to be seriously messed with, so that they hit you wrong, it's the definition of a force fit. Maybe the face inside the bars needs to be bigger. -- 'Don't know. You expect people creating this stuff to have these issues fine-tuned to an uh-huh before they go live.

Billoughsby
Activity Score 5144
Art Director |

That's it.

Lazarus's picture

Meh.

Lazarus
Activity Score 1536
Creative Director
Hidemat's picture

The concept is perceivable; a prison of cigarettes. It's a great concept. However, as Billoughsby says. Fine-tuning is necessary. There are some problems with the layout. The image of the woman smoking, for example, could be more integrated to the bars created by the cigarettes. Making her grab hold of the bars would have effectively increased the dynamic appeal of the billboard. I also noticed that the image is center on the billboard and that to me is a serious no no.

Though I don't know the budget. Maybe it's was a low budget project? In any case investigation and planing are both corner stones in graphic design.
So... great concept... average execution.

Hidemat
Activity Score 26
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