Agency Network: 
January 2010
Casa Do Menor Print Ad -  Hands


Print advertisement created by McCann, Spain for Casa Do Menor, within the category: Public Interest, NGO.


Certain things hang on forever.
Set the kids free from abuse and violence.

Advertising Agency: Mccann Erickson, Spain
Executive Creative Director: Marco Cremona, Gaetano Del Pizzo
Copywriter: Valerio Delle Foglie
Art Director: Federico Fanti
Photographer: Akim Lipphot
Postproduction: The Scope
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Highest Rated

rolling.stone's picture

issue is very sensitive, visual is shocking

somewhat i think copy would be originally written in Spanish, translation is not that perfect

Activity Score 2741
Copywriter at Delhi , India |


~ Quite obviously, I have gathered no moss ! ~

Davosk's picture

Tastefully done while keeping the impact.

Activity Score 4815
Art Director
ACreativeSpirit's picture

well done, the visual is strange enough to stick in your mind

Activity Score 178
Creative Director |

Always try to be unique even when forced to conform.

SAM75's picture

The hands are protecting the kiddo? Or touching her? :d

Activity Score 220
talkingisfree's picture

Very nice visual.

Activity Score 2712
Art Director
dadada's picture

i don't understand the meaning, although the execution isn't bad

Activity Score 1720
Art Director |

Everybody is creative, be yourself.

jackmancer2017's picture

Shocking :O surely makes an impact

Wonder how they made this though? Photograph a naked child? That's a bit ironic.

CopyRight's picture

Certain things hang on forever, just like this ad will ! Gr8

Activity Score 713
Simon_Winnall's picture

I Bet Mr Toledano l pleased with this! NOT

Activity Score 7

Simon Winnall Photographer

HV's picture

Really nice visual... but heay who is the target here?

We all think its great and none of us would do anything to a child.. but will this ad help? I think not. Why not let me know how I can help or what I can do. (sure they got a url on there but really is this they way to try and change anything?)

It seem to want to target the child molesters and I dont think they give a ####.

It seem like the main focus is to show ad industry, look I can create an nice print ad... I find this approach too easy. And Im not saying that the print itself isn't nice. Its great looking and a nice visual twist, but unfortunately effect less in my opinion.

Activity Score 212
Art Director
jackmancer2017's picture

I understand what you're saying, and you're partly right, but these foundations still run mostly on money donations.

But yeah, this ad won't help against the sick mind of pedophilists. I suggest direct mail with a bomb attached would do.

michdec's picture

I don't know if this was actually their intention but here's a scenario; someone who may be suspecting a child is being abused but doesn't have the courage to say anything might see this ad. Maybe because of it they pipe up. I think it could work in a situation like that.
I don't think there is any ad that could really be effective targetting child molesters - I think it has to be about awareness so that others around the situation can pick up on it

Activity Score 440
thedesignaddict's picture

Like everyone else, I like the image. 10/10. Very powerful and beautifully articulated.

I do think there is a valid point made by HV, in so much as that I don't know what this ad really accomplishes. Who is the target group? I'm all for awareness, but what about some resolution? A clearer call to action etc...

Activity Score 5403
Art Director at Freelance
Chori Arg's picture

ooooh, thats disturbing!

Chori Arg
Activity Score 173
Art Director at Ponce Buenos Aires. Escuela Superior de Creativos Publicitarios
mikeelrapido's picture

Great visual, really shocking, strait to the point.

Activity Score 1929
Copywriter at Evo S.C. |


keithstoeckeler's picture

I know the point of the ad, but this is borderline uncomfortable to look at...

Activity Score 425
joelapompe's picture
Activity Score 3853
thedesignaddict's picture

Wow, that's too close.

Activity Score 5403
Art Director at Freelance
silvi's picture

The same thing! But i prefer this photo.

Activity Score 4172
ww.ww's picture

They took the risk to do a better job and they've done a good job at that. You can tell which one is better.

Even at Cannes, judges know what's been done..but if it's done better then it wins.

Activity Score 15
Art Director
Gualcor's picture

Oh Michael...

Activity Score 978

Stay low, move fast. Kill first, die last. 1 shot 1 kill, not luck, just skill.

flavourfish's picture

Nice visual, but maybe to visual.... Shocking, so it might work.

Activity Score 125
Byavisen Bergen
Hibon's picture

Strong ad....done but this is a very nice visual.

Activity Score 3734

Simple ideas are the best !

everartz's picture

wow!!! awesome retouching!

Activity Score 7613
Art Director |

| everartz |

J Designer's picture

wow creepy! nice work.

J Designer
Activity Score 2420
Graphic Designer at Click Clack
Rabubi's picture

This is way too creepy. What are those hands doing to her. It's far too ambiguous.

Activity Score 560
Fridgerator's picture

Ambiguity adds to the power of the ad, no?

Activity Score 458
OCAD - 2nd Year Advertising |

The concept is only as good as the execution.

SebastianGrecco's picture

great art direction

Activity Score 27
cop's picture

Concept: done
visual: done

Activity Score 18
naseer's picture

I like this ad.. it is well redone
I dont think those sick people would stop what they are doing for any ad ... so the ad should be directed to those around them
and this ad would do the work

Activity Score 57
Photographer at al boom advertising
crazy trayzee's picture

i'm with you, sam75. the visual is kinda scarily confusing.

crazy trayzee
Activity Score 28
JopyCunior's picture

still, not spanish. Italian. McCann Italy.

Activity Score 220
kurtberengeiger's picture

Milan to be exact.

Activity Score 7323
winamelia's picture

great feels so scary for a lil girl..

Activity Score 24
Art Director at ITB
Hiperion's picture

Concept: passable but bored.
Art: done.

Activity Score 3138
Creative Director at zinkproject Valencia
rolling.stone's picture

issue is very sensitive, visual is shocking

somewhat i think copy would be originally written in Spanish, translation is not that perfect

Activity Score 2741
Copywriter at Delhi , India |


~ Quite obviously, I have gathered no moss ! ~

Anima's picture

This one definitely works.

It's making my skin crawl.

Activity Score 59
Guest's picture

This repulsed me to no end. So hard hitting. You truly get the message.

Guest's picture

It's looking very fine

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