Art director

June 2007

Homeless and disable people are helping many advertising professionals to achieve success. Not mentioning the ones wounded in wars and the ones infected with AIDS, who are always giving a helping hand. But, isn’t it the other way around? Next time you have a brilliant idea for a starving nation, war refugees or AIDS victims ad, remember to ask yourself this: brilliant for whom?

Clube de Criação do Rio de Janeiro

Thanks to us. An art director had his salary doubled.

Advertising Agency: Giovanni+Draftfcb Rio de Janeiro, Brazil
Creative Directors: Adilson Xavier, Cristina Amorim, Fernando Barcellos
Art Director: Marcelo Lobo
Copywriter: Rafael Pitanguy
Photographer: Gustavo Malheiros

Comments (31)

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Highest Rated

adthtsucks's picture
Activity Score 56

i completely agree with vivated, this ad is also done for awards and not for social awareness only. they tried to be vry clever but end of the day they r also doing the same shit as other social ad creative guys r doing. but as a creative guy i like this ad. decent.

A. J. SMITH's picture
Activity Score 2822

I appreciate the sentiment, but as creatives we do basically what we are told; by the clients, and if the client doesn't like the ad, they won't paid for it.

Its like blaming the soldiers in Iraq for the problem, when it was George W who sent them there in the firts place. They're just being soldiers, its their job.

I do think however alot of charity/public interest adverts are done to make the charity/organisation (client) look good as opposed to actually do good.

Their priorities are all fucked up.

If someone asked me to design a landmine, I would quit, (unless of course I was allowed to design one which was non-violent, a mine which made people sleep or something, I dunno), but if every creative asked to do an ad felt morally responsible for its outcome, there'd be a problem - no ads!!!!!!!!!!!!

Blame the clients, not the creatives.

It's only an ad.

justpassingby's picture
Activity Score 1368

Buggers Grips, i think you miss the point. I think they are refering to fake ads. Social issues are the easiest ideas to come up with, Ive got a few in my porti.
But be honest with yourself, when you come up with what you think is an award winning idea for the starving in India or Africa or the Aids victims do you deep down inside give a shit about those people or do you think, man this concept is Gold and picture yourself in a tuxedo holding a martini in Cannes?

A. J. SMITH's picture
Activity Score 2822

If it really is for fake ads then I understand that, but it doesn't say that in its copy, so how would I know?

If it isn't for fake ads, then its all wrong, beacause surely raising the profile of a charity or raising awareness for a social issue is a good thing? Not a bad thing as this ad says, and if the art director/copywriter or whoever wins an award then hey, its deserved and they should be proud of it because their ad helped people, indirectly but in effect.

Its better than winning an award for a Nike ad or something like that which, indirectly exploits child labour somewhere else in the world, or for McDonalds, which means your award is infact for turning people fat.

But if indeed it is targetting the makers of scam ads then I must have missed it.

justpassingby's picture
Activity Score 1368

sorry bugger grips, i just realised youre a female so i doubt youll be wearing a tuxedo. How about a black dress?

A. J. SMITH's picture
Activity Score 2822

Ha ha.

I will be in disguise.

sac's picture
Activity Score 10

Finally! A campaign that actually kicks all those social service scams(that seem to be doing nothing
beneficial to the cause advertised for) in the ass. If these scammers would stop creating ads to appear
on each blog on the planet and win metals, we would have some social service actually done through

Good job Giovanni+Draftfcb.

truecopy's picture
Activity Score 399

Let me ask u this - U think its easy to make a GOOD social awareness campaign? With all the problems in this world a creative has a chance to reffer atleast one plus
there's been a 1000 creatives doing the same before him.
Why shouldnt talented people get recognized or promoted even if they make a message that works? U think Michael Moore is penniless or giving all his earnings to charity, or anonimus for that matter. Give me a break.

"Sex sells. Truth even better." - A friend

sac's picture
Activity Score 10

I never said talented people should not get recognized. All I said is and let me quote the campaign
in dispute - message that works for whom?

Regarding your Michael Moore comment, you can always go to his website and click the "how can i help
the soldiers" link.

And regarding your comparison. Michael Moore is not in advertising. This is the problem that arises
when we advertising people think of ourselves as film makers/art gurus and not sales people with a
creative edge.

the mighty ham's picture
the mighty ham
Activity Score 94

Oh geez! It wouldn't be ironic at all if this won an award!

miko1aj's picture
Activity Score 3086


Darrin Stephens's picture
Darrin Stephens
Activity Score 242

A scam ad against scam ads? Get the fudge outta here! At first blush I really liked these. But upon further review, if these guys enter them in even ONE award show, then they are totally full of sh*t! The more I read them the more I realize they are misguided, off target, offer no solutions whatsoever, and worst of all, commit the same exact crime they rail against. Talk about making self-serving ads -- these would be the epitome. Luckily I think they've just outsmarted themselves from some major awards, because there is no way they can send these in now. Amazing, the hypocrisy and irony of it all.

addyhoch10's picture
Activity Score 2592

well put mr stephens.

Copypaste's picture
Activity Score 118

Bull's eye!!

Laurent's picture
Activity Score 279

as a creative, i can't agree with this. From a very personal point of view, i always try to come up with an idea to help these people before ever thinking of awards or salary raises. I know this is not necessarily general opinion but if helping others make us at the same time make more money, i don't see any problem to it. And what if the team who worked this one out were proposed a double salary raise... :-D

Have Heart's picture
Have Heart
Activity Score 922

Social scam ads are sooooooooooo hypocritical. Great campaign, BUT I hope the agency won't send them to award-shows...

Twombl's picture
Activity Score 180

This is exactly an ad done for winning awards and not for helping people.

Pouts's picture
Activity Score 693

Great ad from a great Agency! really great agency

Pouts's picture
Activity Score 693

Great ad from a great Agency! really great agency

adthtsucks's picture
Activity Score 56

i completely agree with vivated, this ad is also done for awards and not for social awareness only. they tried to be vry clever but end of the day they r also doing the same shit as other social ad creative guys r doing. but as a creative guy i like this ad. decent.

no_comment's picture
Activity Score 55

this is like saying please recycle paper and then printing it to millions of paper.

lsadunb's picture
Activity Score 571

This campaign made the copywriter become a Cannes Young Creative, here in Brazil... rsrsrs

_Yr's picture
Activity Score 44

Haha! Now this is f*ckin' BRILLIANT!

Surly creative director's picture
Surly creative ...
Activity Score 140

Hmmm.... An art director creates a public service ad to get an award for a piece about art directors creating public service ads to get awards. Sure there are people dying of AIDS, and the rainforests are being destroyed, but Fake Ads must stop!

mrtalented's picture
Activity Score 2171

so who's the target audience? ad creatives or award judges? what about the ad objective?

it looks to me like a scam campaign making use of other public service scam campaigns.

or they want creatives to stop producing scam ads? an anti-scam scam, maybe?

sloppy4's picture
Activity Score 1492

i'm with you mr. talented.

these are the worst kind of ads. self-referential masturbatory crap. please, for god's sake, get over yourselves people. the general public tolerates advertising at best, and is vaguely aware of how it's done. do you honestly believe anyone knows what a copywriter or art director does? or cares?

B128's picture
Activity Score 392

I give thumbs up to ad agencies and ads that have highlighted social issues. Ads did not create these problems/issues and I'm sure most agencies do this pro-bono.
Would you condemn the media for highlighting on evils and atrocities in society? Can you imagine if this atrocities continued and no one cared?

dyaval's picture
Activity Score 40

Very good eye opener.

itch's picture
Activity Score 806

to me, this campaign does not even seem to be like an ad. it is like telling that there should be no advertisements!

* it's not how good you are. it's how good you want it to be *

liar's picture
Activity Score 384

I would really like to see some example of 'those' ads as describe by this ads. Who can help?

tantrik_indian's picture
Activity Score 953

If it is so confusing it is bad ad.
Creatives should win awards so that poor get aid.
WHAT's bad about that?
~~be cool eh!~~

~~this paranoid survived!~~

teenie's picture
Activity Score 1894

I didn't get the point until someone mentioned fake ads. If this is to reprimand people for exploiting social causes to their benefit, I think they should spell out exactly what they mean. The ad is aimed at our industry, so I'm going to assume it'll appear in advertising magazines, and not People.