Claw Machine Afghanistan

March 2007

International Rescue Committee
The IRC has been aiding and rescuing from conflict areas for more than 70 years. Hel at

Advertising Agency: DraftFCB, New York, USA
Creative Directors: Chris Becker, Rodd Chant, Richard Velloso
Art Director: Daniel Prado
Copywriter: Claudio Lima
Photographer: Keith Ross

Comments (17)

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pandazzzz's picture
Activity Score 49

i love it

Rog's picture
Activity Score 6080

Bang on.
Great thinking.
And precisely how George W & Co. would see it.

>>>> That's not an ad. THIS is an ad.

washiam's picture
Activity Score 443

welllll.....I think one of this campaign is enough

Rog's picture
Activity Score 6080

Good point.

>>>> That's not an ad. THIS is an ad.

Chris's picture
Activity Score 1935

this is wikd

JTW926's picture
Activity Score 184

love it!

A. J. SMITH's picture
Activity Score 2822

It looks cracking,

I feel like a party pooper to say it, but I think it loses some potential impact by making the war look cool, also those games always suck your money in and you lose.

They're a con.

Not sure if the IRC want to be associated with that.

Disco Munky's picture
Disco Munky
Activity Score 3890

I have to agree with the B.G on this one.

Also The line at the bottom of the page should really stand out more. It's what drive the point home. Other wise it just looks like some sort of game.

Nice idea tho


Doin' it for the points

Laurent's picture
Activity Score 279

this is bloody good. only one comment, the little line down at the bottom is important and could do with a bit more emphasis rather than be treated like a legal line no one reads. I like the way this shows the urge to reach out to those in need without neglecting the difficulty factor. well done again.

popdistortion's picture
Activity Score 1592

I second that. They should have also made it a bit more dramatic. It's too much game.

Dick Huges's picture
Dick Huges
Activity Score 937

My name is Dick Huges and I approve this campaign. Well done.

salamandos's picture
Activity Score 1947

As already said by Mr. Bugger Grips those kind of apparatures make you loose your money before you eventually get hold of a toy.
I think the message of the ad is flawed as it adds a gambling feel to the work of the IRC, I don't want to play for lives.

Erik's picture
Activity Score 88

yes, agree with some comments above me.
it looks playful and don't think it's appropriate for the brand.

Sharp's picture
Activity Score 216

I dunno. To me these sort of trivialize the gravity of war. I look at these and see a game. Not something war is usually associated with.

johny2007's picture
Activity Score 22

isn't war trivial these days? I love these ads, they are beautiful and powerful. And not every organization that help people in war zones need to show blood and people dieing.

DGCS's picture
Activity Score 410


copywriter.txt's picture
Activity Score 828

Awesome and i don't agree with the "game view" and "this game always suck money" said above.