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Look me in the eyes...

Agency Network: 
Published/Aired: 
October 2010
CAP48 Print Ad -  Look me in the eyes...

Description

CAP48 is the leading Belgian charity working for the integration of handicapped people. The ad depicts the glamorous model smiling to camera, evocative of Eva Herzigova's Wonderbra campaign. It highlights the fact that before anything, a handicap is not the defining trait of those who have it. In few days the model Tanja became a famous egery all over the world.

Print advertisement created by Air, Belarus for CAP48, within the category: Public Interest, NGO.

Caption

Look me in the eyes... ...I said the eyes.
CAP48
So that the handicap is no longer a handicap

Advertising Agency: AIR, Brussels, Belgium
Creative Directors: Grégory Ginterdaele, Marie-Laure Cliquennois
Art Directors: Marie-Laure Cliquennois, Marine Vincent
Copywriter: Grégory Ginterdaele
Photographer: 11H58
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morse's picture

Wow, very powerful and brave. Nice insight. You can't not look at the amputated arm.

morse
Activity Score 18024
Art Director |

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

jackmancer2017's picture

Yes, I agree with Morse, but it's still a handicap..... I don't get the point.

jackmancer2017
Guest's picture

it's still a handicap regardless if others notice it or not.

Guest
ElCaza89's picture

nice, a jab to the face, like it!

ElCaza89
Activity Score 343
Roger Keynes's picture

Roger that. ;)

Roger Keynes
Activity Score 5498
Copywriter |

The Jobless Writer
Will Think for Salary

LeeMoh's picture

Roger that too.

LeeMoh
Activity Score 424
Guest's picture

The point is that people (not just men) will stare at a woman's breasts instead of looking into her eyes, which demoralizes her and loses the point that the woman is talking to you and you should look into her eyes as a gesture of respect... and finally listen to what she has to say as an intelligent person. Handicapped people want the same thing! Yes, it's hard to not look at the missing appendage, but grow up, treat them with respect and listen to them! Stop ONLY seeing that.

Handicapped people are judged on what you see on the outside, as are women.

Guest
LeeHarvey's picture

I like the Wonderbra-twist in it. Well done!

LeeHarvey
Activity Score 3045
Creative Director
krish2193's picture

but why image is grey?

krish2193
Activity Score 12
Art Director, Delhi |

SUNIL_INDIA

Guest's picture

hello

Because the original is grey.

Guest
Guest's picture

You mean Black and White. because the original Wonderbra advertisement was in Black & White.

Guest
Felicitas_Pauker's picture

@krish2193: I think it's done in grey because it kinda recalls the Wonderbra Ad. Maybe I'm wrong but it seems to me that it was saying the same thing (look at my eyes)... Am I wrong?

Felicitas_Pauker
Activity Score 179
Oblabla's picture

No you are right! there's a wonderbra ad with the same message.

Oblabla
Activity Score 298
copywriting trainee at Reputation/Publicis/Leo Burnett Copenhagen |

Oblabla.wordpress.com

Guest's picture

great idea. They talk about this ad on TV news... I think ABC news or something.

Guest
Dzsoi's picture

Very good, deep, insightful ad.

Dzsoi
Activity Score 8532
Copywriter at junior copywriter
Guest's picture

emotionally striking

Guest
firasbachi's picture

Amazing and straight to the point

firasbachi
Activity Score 38
Creative Director at FirasBachi.com |

It's Possible If You Say So.

firasbachi's picture

Amazing and straight to the point

firasbachi
Activity Score 38
Creative Director at FirasBachi.com |

It's Possible If You Say So.

redbully's picture

I'd hit it.

redbully
Activity Score 30
Guest's picture

This brings back memories people. Years ago a same idea happened in the far east Europe. Famous sportspeople contributed their body parts for a drink and drive campaign. Great! Love it all!

http://2.bp.blogspot.com/_VRE4YcFlS9s/SVaMO3ue5bI/AAAAAAAAACQ/tZmMb4zO...

http://4.bp.blogspot.com/_VRE4YcFlS9s/SVaMO0XIFvI/AAAAAAAAACY/BOOXbILG...

Guest
Olafski001's picture

great stuff
the model is being interviewed on TV right now
well done, air!

Olafski001
Activity Score 1193
Copywriter |
Adaddicted's picture

Great insight!

Adaddicted
Activity Score 3435
Art Director |

withalltherespects

Guest's picture

Great idea.

Guest
Guest's picture

insight is very good. Brilliant idea.

Guest
Guest's picture

Great copy!
Frédéric

Guest
Guest's picture

smart. well done

Guest
lavozdelprocer's picture

Great

lavozdelprocer
Activity Score 19
Creative Director
Guest's picture

So true. Great.

Guest
Guest's picture

Deep, emotion, stopping power, brilliant insight...

Guest
Guest's picture

Super!

Guest
velle's picture

She is very brave to do this...

Also, I like how instead of thinking up new ways to convey the message, they decided to spin-off from the old Wonderbra ad. It's doubly effective now. It would have worked even if it bore no resemblance to the old ad, but now that it does, it messes with your head. It's like an alternate reality version of the old one where two objects cannot occupy the same space at the same time (something I heard from an old sci-fi movie), but here they are (inside your head competing for the same space), and you have to split them into two categories so they can at least co-exist peacefully (inside your head), so in having to define the differences between them, you're forced confront the issue. You can't ignore this even if you wanted to.

*I should have taken philosophy in college, I would have been so sick of it by now if I did...

velle
Activity Score 1550
Copywriter
Guest's picture

excelente campaña desde Chile @pelatito

Guest
jasonP's picture

I got it.
This site explains about this ad.
http://creativecriminals.com/print/cap-48-wonderbra/
It's really nice.

jasonP
Activity Score 222
Raffles Design Institute
squaredude44's picture

I didnt even notice the arm, all i noticed were her nice breats

squaredude44
Activity Score 2
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