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Red Little Tender

Campaign
Agency Network: 
Published/Aired: 
September 2009

Description

Print advertisement created by Unitas, Chile for Amnesty International, within the category: Public Interest, NGO.

Caption

Mom was reading me a tale, till daddy came back...
Violence against women is violation of human rights.
Denounce

Advertising Agency: Unitas/RNL, Santiago, Chile
Executive Creative Director / Creative Director: Pancho González
Art Director: Rodrigo Geisse
Copywriter: Pancho González
Photographer: Javiera Eyzaguirre
Account manager: Alexis Sfeir
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Pedestrian's picture

???

Pedestrian
Activity Score 492
Guest's picture

the mother was reading her child a book (in this case little red ridding hood) till the father came back.
the mother is little red ridding hood - the father is the big bad wolf.

Guest
Guest's picture

WHATTTTTTTTTTTT?????????????????????????????????????

Guest
Guest's picture

That's right. Kinda cool. Nice looking. Understandable.

Guest
plainview's picture

This is confusing.

plainview
Activity Score 12
Guest's picture

I get it. It's a domestic violence ad, though not a great one.

What surprises me most is that Amnesty International is running a campaign about domestic violence though. A worthy cause to be sure, but I did not think it was AI's cause. Is the world running out of political prisoners? I wish that was true.

Guest
Guest's picture

Very nice campaign.

Guest
Dev Kumar's picture

No mate, you're on overdrive. Let alone those crap-headed hooligans that hurt the female population, even the good folks would think that you're just kidding. Get real mate.

Dev Kumar
Activity Score 834
Copywriter at Mumbai
Guest's picture

i diagree... you can not say what other folks think about it... how much do u know about people!!!

Guest
Dev Kumar's picture

The bad guys doen't give a damn either way while normal people would have to spoken to in a normal way. Not like this. And yeah, if you're from the industry you ought to know about people.

Dev Kumar
Activity Score 834
Copywriter at Mumbai
Guest's picture

like it n guys who beat theyr women aren't "only" asocial drunken asholes ... Its STILL a problem

Guest
Klidesign's picture

Nope! Poor art direction, poor concept. The only thing that this ad deserves points for, is being terribly disturbing, which is what they aimed to do, I think.

Klidesign
Activity Score 209
Graphic Designer
Guest's picture

I never knew domestic abuse was so glamourous.

Guest
Guest's picture

It's not obvious what this ad want to say (see coments above) so it's not good..

See some ads wit sexual context - http://sexinads.tumblr.com

Guest
Grace's picture

I understand it, but the visuals are too clean and glamorous for a domestic violence campaign....
the underlying message is that domestic violence looks good.
Not a fan.

Grace
Guest's picture

This campaign is weird - but to answer an earlier blogger - women's rights and domestic violence is one of AI's four main charter points. The reason why you don't see campaigns like these is because to be awarded an award by a jury, AI = political prisoners or capital punishment.

Guest
rolling.stone's picture

Had they work on art in right way, this would have been a great campaign

rolling.stone
Activity Score 2741
Copywriter at Delhi , India |

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~ Quite obviously, I have gathered no moss ! ~

Guest's picture

may the message is right but my brain associate this stuff with something so different

guests, plis, stop being anonymous, we know you are chilean!!!

Guest
silvi's picture

Falta emotividad, carece de golpe bajo. No emotions here.

silvi
Activity Score 4172
Copywriter
Guest's picture

I think the execution doesn't fit the message. Feels way too stylized and slick. Take away the small scratches and it could be an ad in Vogue. My first thought was "she's attractive." Feels like they're trying too hard to get into Archive instead of getting their message across.

Guest
Guest's picture

Amnesty doing ads for domestic violence?

Do these scam fools think we are idiots?

GIVE ME A BREAK!!!

PS: Please enter this campaign into the One Show, so they can ban all of you for 5 years.

Guest
Guest's picture

ANOTHER SCAM AD FROM UNITAS THE SCAM AGENCY...PLEASE STOP IT, SOMEBODY SHOULD BAN THIS SHITTY AGENCY FOR EVER.
COME ON PANCHO GONZALEZ, YOU ARE TRYING TOO BAD.

Guest
Super Muhtar's picture

It's good , but it doesn't make me do something. I get the message, but then?

Super Muhtar
Activity Score 267
xezadaca's picture

GOOD WORK!!

xezadaca
Activity Score 85
Art Director
dimflo's picture

The concept is clear - the execution is pretty much OK. In my opinion the artwork should be clear (as it is) and glamorous in order to "break the perfect fairy tale image" and pass the message

It is not a call for actions - rather than an awareness campaign

dimflo
Activity Score 20
Civitas |

Change makes the world go around

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