Agency Network: 
January 2010

Print advertisment 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

Comments (39)

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Highest Rated

rolling.stone's picture
Activity Score 2741

issue is very sensitive, visual is shocking

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


~ Quite obviously, I have gathered no moss ! ~

Davosk's picture
Activity Score 4815

Tastefully done while keeping the impact.

ACreativeSpirit's picture
Activity Score 178

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

Always try to be unique even when forced to conform.

SAM75's picture
Activity Score 220

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

talkingisfree's picture
Activity Score 2712

Very nice visual.

dadada's picture
Activity Score 1720

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

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
Activity Score 713

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

Simon_Winnall's picture
Activity Score 7

I Bet Mr Toledano l pleased with this! NOT

Simon Winnall Photographer

HV's picture
Activity Score 212

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.

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
Activity Score 440

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

thedesignaddict's picture
Activity Score 5403

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...

Chori Arg's picture
Chori Arg
Activity Score 173

ooooh, thats disturbing!

mikeelrapido's picture
Activity Score 1929

Great visual, really shocking, strait to the point.


keithstoeckeler's picture
Activity Score 425

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

thedesignaddict's picture
Activity Score 5403

Wow, that's too close.

silvi's picture
Activity Score 4172

The same thing! But i prefer this photo.

ww.ww's picture
Activity Score 15

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.

Gualcor's picture
Activity Score 978

Oh Michael...

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

flavourfish's picture
Activity Score 125

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

Hibon's picture
Activity Score 3734

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

Simple ideas are the best !

everartz's picture
Activity Score 7613

wow!!! awesome retouching!

| everartz |

J Designer's picture
J Designer
Activity Score 2420

wow creepy! nice work.

Rabubi's picture
Activity Score 560

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

Fridgerator's picture
Activity Score 458

Ambiguity adds to the power of the ad, no?

The concept is only as good as the execution.

SebastianGrecco's picture
Activity Score 27

great art direction

cop's picture
Activity Score 18

Concept: done
visual: done

naseer's picture
Activity Score 57

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

crazy trayzee's picture
crazy trayzee
Activity Score 28

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

JopyCunior's picture
Activity Score 220

still, not spanish. Italian. McCann Italy.

kurtberengeiger's picture
Activity Score 7323

Milan to be exact.

winamelia's picture
Activity Score 24

great feels so scary for a lil girl..

Hiperion's picture
Activity Score 3138

Concept: passable but bored.
Art: done.

rolling.stone's picture
Activity Score 2741

issue is very sensitive, visual is shocking

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


~ Quite obviously, I have gathered no moss ! ~

Anima's picture
Activity Score 59

This one definitely works.

It's making my skin crawl.

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