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Grandmother

Campaign
Agency Network: 
Published/Aired: 
October 2009

Description

Print advertisement created by Milc, Italy for Comune di Siena, within the category: Public Interest, NGO.

Caption

Fragile. To protect and help the third age. Call 800 300 300.

Advertising Agency: Milc, Siena, Italy
Creative Director: Giampiero Cito
Art Director: Matteo Scheggi
Copywriter: Giampiero Cito
Photographer: Bruno Bruchi
Art Junior: Benedetto Cristofani
Strategic planner: Antonio Paolo
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Guest's picture

Quite nice
shom

Guest
mikeelrapido's picture

Fine idea.

mikeelrapido
Activity Score 1929
Copywriter at Evo S.C. |

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hagemony's picture

yes, agreed.

hagemony
Activity Score 335
Prof's picture

not literal enough!!!!1112

Prof
Activity Score 1449
Copywriter |

Quite really.

Juan Cabral's picture

In advertising, Siena is the Italy of Italy.

Juan Cabral
Activity Score 709
Copywriter |

***
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Advertiser who won 10 or more lions in the last 10 years.
And I am not the real Juan Cabral, guys. So sorry for that!

Guest's picture

imma liking this mucho

Guest
Guest's picture

un po' un giochino.

Guest
Guest's picture

goood, I like it

Guest
Guest's picture

Clever idea and simple.

Guest
Pedestrian's picture

I think it's a bad idea and the message is also misguided. Do the elderly want to be known as "fragile?"

And visually showing the elderly in styrofoam peanuts as a way of expressing how "fragile" they are seems very much like the first thought. I think if any agency sat down for a day and thought of ideas for this, they'd come up with about six better concepts.

Fragile = fragile package = styrofoam peanuts....Not a good concept.

Pedestrian
Activity Score 492
Hellas's picture

i agree with pedestrian, idea is "first thought" but still works. I'm just curious if the term "third age" exists? I have never heard of that before...wouldn't "older generation" or simply "elderly" work better?

Hellas
Activity Score 1172
Student |

"I don't live in Greece, Greece lives in me..."

silvi's picture

Nooooooooooo!!! Very Disturbing. Poor people!

silvi
Activity Score 4172
Copywriter
Guest's picture

ugly photo

Guest
martois's picture

hmmm, these ads are a little patronising I think. I don't think my Mum and Dad would like them (being of a senior age themselves) and whilst you could argue that seniors are not the target audience for these ads I think the advertising message is supposed to be one of respect for the elderly, are these images respectful? I'm not so sure.

martois
Activity Score 67
Creative Director at Carbon Creative |

Carbon neutral branding, graphic design, web design and digital agency based in Manchester UK | www.carboncreative.net

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Guest's picture

I saw the same creative idea in Latvia - musician Aisha CD cover.
CD was on sale on 25th of September'2009.
Snobby
_
Search in Google images: Aisha Dveselite

Guest
Guest's picture

Protect ok, but help?

Guest
rolling.stone's picture

lovely Idea, not sure about third age term,

rolling.stone
Activity Score 2741
Copywriter at Delhi , India |

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Guest's picture

They should have wrapped the heads in plastic.

Guest
freakybro's picture

They should have wrapped the heads in plastic.

freakybro
Activity Score 7
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