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Art director

Published/Aired: 
June 2007
 Art director

Description

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
www.ccrj.com.br

Caption

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
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Highest Rated

adthtsucks's picture

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.

adthtsucks
Activity Score 56
Art Director
A. J. SMITH's picture

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.

A. J. SMITH
Activity Score 2822
justpassingby's picture

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?

justpassingby
Activity Score 1368
Other
A. J. SMITH's picture

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.

A. J. SMITH
Activity Score 2822
justpassingby's picture

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

justpassingby
Activity Score 1368
Other
A. J. SMITH's picture

Ha ha.

I will be in disguise.

A. J. SMITH
Activity Score 2822
sac's picture

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
advertising.

Good job Giovanni+Draftfcb.

sac
Activity Score 10
truecopy's picture

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.

truecopy
Activity Score 399
Copywriter |

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

sac's picture

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.

sac
Activity Score 10
the mighty ham's picture

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

the mighty ham
Activity Score 94
Copywriter
miko1aj's picture

point!

miko1aj
Activity Score 3086
Darrin Stephens's picture

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.

Darrin Stephens
Activity Score 242
Creative Director
addyhoch10's picture

well put mr stephens.

addyhoch10
Activity Score 2592
Art Director
Copypaste's picture

Bull's eye!!

Copypaste
Activity Score 118
Copywriter |

keep it different

Laurent's picture

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

Laurent
Activity Score 279
General Manager at White Rabbit
Have Heart's picture

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

Have Heart
Activity Score 922
Art Director
Twombl's picture

HYPOCRITE AD OF THE MONTH.
This is exactly an ad done for winning awards and not for helping people.

Twombl
Activity Score 180
Copywriter
Pouts's picture

Great ad from a great Agency! really great agency

Pouts
Activity Score 693
Art Director
Pouts's picture

Great ad from a great Agency! really great agency

Pouts
Activity Score 693
Art Director
adthtsucks's picture

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.

adthtsucks
Activity Score 56
Art Director
no_comment's picture

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

no_comment
Activity Score 55
Art Director
lsadunb's picture

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

lsadunb
Activity Score 571
Copywriter
_Yr's picture

Haha! Now this is f*ckin' BRILLIANT!

_Yr
Activity Score 44
Copywriter
Surly creative director's picture

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!

Surly creative ...
Activity Score 140
Creative Director
mrtalented's picture

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?

mrtalented
Activity Score 2171
Creative Director
sloppy4's picture

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?

sloppy4
Activity Score 1492
B128's picture

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?

B128
Activity Score 392
Art Director
dyaval's picture

Very good eye opener.

dyaval
Activity Score 40
Art Director
itch's picture

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

itch
Activity Score 806
Graphic Designer |

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

liar's picture

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

liar
Activity Score 384
Other
tantrik_indian's picture

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!~~

tantrik_indian
Activity Score 953
Copywriter |

~~this paranoid survived!~~

teenie's picture

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.

teenie
Activity Score 1894
Copywriter
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