Agency Network: 
December 2010

Print advertisment created by McCann, Israel for Abarbanel, within the category: Health.

Sharon’s daddy still visits her room every night.
Abarbanel’s patients are looking for a sane environment.
Help us give them a little piece of saniy. Donate now for the external clinic renovation at

Advertising Agency: Mccann Erickson, Tel Aviv, Israel
VP Creative: Eldad Weinberger
Art Director: Maayan Froind
Copywriter: Sahar Lewenstein
Studio: Eli Azarzar
Photographer: Ilan Besor
Supervisor: Noa Siton
VP Clients: Amit Mashiah
Account Management: Daniela Klinger, Amit Frenkel
Producer: Einat Noff (Gur Arie)

Comments (10)

Log in or register to post comments
reasonwhy's picture
Activity Score 147

Still that light / shadow problem (among the others). Bad AD.

HappyHour's picture
Activity Score 2381

laughably bad photoshop

Guest's picture

Not that bad a photoshop job. rajendren

Cheerriiee's picture
Activity Score 952

strong message though..

TiltedChairCreative's picture
Activity Score 513

Yeah, I don't see the problem with the photo editing. I like this one a lot better than the old lady in the wheel chair.

Asynchrone's picture
Activity Score 318

This ad is meaningless.
I don't know about any case of recovery mental health by psychiatrist.
They should let patients go home to get a little piece of sanity.

CuriousPencil's picture
Activity Score 4225

Aside from the schoolboy errors in lighting, I'm wondering if this doesn't make the same mistake as the Zurich Zoo piece. You're talking about providing better environments in your own building, by highlighting the substandard conditions *in your own building*. That strikes me as an advertisement of your own failure in providing proper conditions; doesn't give me any confidence in you at all.

Though I do like the haunting copy in these.

Guest's picture

dont understand how hand stenciled hands say she is not getting the mental help she needs.
A worn out facility I get but how does this contribute to a suggestion of poor mental health.
It just doesnt connect for me other than just being depressing

Janae's picture
Activity Score 385

the stenciled hands are a methapher for her father, who probably raped her.
its a tough subject, and even if the shadow is not correct, i'm impressed.

Dzsoi's picture
Activity Score 8532

I agree that the whole visual and headline is about general social problems, nothing to do with the state of the hospital. You should argue how the renovation would help her to recover, to get over her trauma - if it sounds rational. Or that she deserves a better environment. But make a connection.