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Agency Network: 
Published/Aired: 
June 2012

Description

Print advertisement created by FAM, Brazil for Central Nacional Unimed, within the category: Health.

Caption

Cancer can also be hidden and you just don't know.

Advertising Agency: FAM, São Paulo, Brazil
Creative Directors: Fabio Siqueira, Thiago Taufic
Art Director: Deny Zatariano
Copywriter: Rogério Coutinho
Illustrator: Estúdio Bonito
Art Buyer: Cecília Quirico
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feysal's picture

wow extreme visuals but really nice art direction....i like it

feysal
Activity Score 2571
Art Director at Zilojo |

groovy baby!

stickynotes's picture

it looks disgusting, so well done on that! but i don't get a connection between the animal fur and human cancer.
it doesn't really work.

stickynotes
Activity Score 1094
jh6969's picture

The "stripes" look like a tiger hide from a distance. Zoom in and you see it's a bunch of centipedes, hiding in plain sight. This is how cancer hides itself.

jh6969
Activity Score 37
Production Manager at Detroit Media Partnership
TexasH's picture

Is it an ad for animals' cancers? Seriously!
I think this is really bad, so far from what we are talking about and so far from any insights...
Shame with such an important cause to end up with this kind of AOTW visuals...

TexasH
Activity Score 365
copywriter
riyelam's picture

It's a shame that people like you belongs to this industry....

riyelam
Activity Score 366
Graphic Designer at Linc Pen & Plastics Limited
dean viii's picture

It's a shame you belong. This campaign is not good for many reasons.

dean viii
Activity Score 1686
Creative Director
ivan's picture

Please no personal attacks!

ivan
Creative Director at Ads of the World
riyelam's picture

Sorry Ivan...

riyelam
Activity Score 366
Graphic Designer at Linc Pen & Plastics Limited
TexasH's picture

Lol, thank you. You're obviously the glory of it. :)

But, putting aside the personal attack, i would like to understand why YOU think this ad is great?
Why you truly, deeply believe that a campaign showing animals fur (which are not really animal fur, bla bla bla) are related to human cancer prevention?
And how this is effective (because that is the point of the industry i don't belong into)?

TexasH
Activity Score 365
copywriter
VampAd's picture

I agree.

VampAd
Activity Score 1151
riyelam's picture

Cancer symptoms can be hidden like same... eg. one is feeling extreme pain in lower back and thinks he has a orthopedic problem and treats accordingly but after several wasted tries he figure out it's metastasis (babies of Cancer). One urinate more than normal and thinks there is something wrong with kidneys or renal system malfunction and treats accordingly but after several wasted tries he figure out it's prostate cancer, one is suffering from consisting cough and thinks he has tuberculosis and treats accordingly but after several wasted tries he figure out it's lung cancer. I'm not very good at english so can't explain the connection but above example will give you a fair idea.

riyelam
Activity Score 366
Graphic Designer at Linc Pen & Plastics Limited
TexasH's picture

First, don't worry about your english, mine is pretty bad anyway.

Then, you give me the message in the brief here: "Cancer symptoms can be hidden...". I perfectly understood it and i think it's a good brief. Now, my question was more about the "...like same", the ad they made with it. Why you think this execution, if you prefer, is great. Why showing insects who, from far looks like animals fur stripes, is the best way to express this message. What if i do paintings (no faces, it would be insightful, no just landscapes, and from near, you see it's made of bad fruits? Is it great as well?
And finally, how you think that someone having the symptoms you're talking about will see this ad and say: damn! i have to go check myself right now.

TexasH
Activity Score 365
copywriter
writerblue's picture

Exactly, and i think the idea of this one is exactly the same with the Ridsect print campaign
http://adsoftheworld.com/media/print/ridsect_roach_trap_wallpaper

writerblue
Activity Score 6
riyelam's picture

Tiger is a danger but one can see it and control it or avoid it but those insects are hidden and one can put his hands on them and get hurt. Both are dangers but bigger one you can at least avoid but in case of hidden chances are low, :)

riyelam
Activity Score 366
Graphic Designer at Linc Pen & Plastics Limited
TexasH's picture

I rest my case. Thanks.

TexasH
Activity Score 365
copywriter
tulip21's picture

I loved! Nice art direction and strong concept!

tulip21
Activity Score 20
Marketing Manager
TexasH's picture

You realize that we all know you're from the agency, right? ;))

TexasH
Activity Score 365
copywriter
ItMatters's picture

Spot on. ha ha ha ha! Back to the ad, I don't think a normal person look at it and get it at all.

ItMatters
Activity Score 2167
alecrespo's picture

show de bola...gostei

alecrespo
Activity Score 157
Art Director at 9mm
dean viii's picture

Nope.

dean viii
Activity Score 1686
Creative Director
kleenex's picture

the ad is certainly different.

kleenex
Activity Score 51098
Web Designer/Developer
arturodorado's picture

I think this same visual works better with a stronger concept. Like here: http://adsoftheworld.com/media/print/wwf_tiger

arturodorado
Activity Score 10
Copywriter
Fernando Fernandes's picture

O vísivel se torna visível por negligência!

Fernando Fernandes
Activity Score 1416
Creative Director at Criative Director \TBWA Bolívia
salil.sharma's picture

awesome campaign
great visuals
cool art direction & excellent execution
i love it

salil.sharma
Activity Score 2428
Creative Director at India |

Designer Don't Do Different Things
They Do Things Differently

s6xers's picture

thx 4 explanataion... awesome campaign...

s6xers
Activity Score 9
Other at Yayasan Kristen Trukajaya
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