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Forklift

Published/Aired: 
March 2007
Description: 

Dangers lurk in every workplace.
We help you avoid them. www.dir.qld.gov.au
Let's not meet by accident.

Advertising Agency: Gallery, Brisbane, Australia
Creative Director: Anthony Douglas
Art Director: Aaron Nielsen
Copywriter: Jonathan Cant
Illustrator: George Dedic
Photographer: Erik Williamson
Retoucher: Justin Overall (ION)

Comments (27)

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Highest Rated

timcurrysbadaccent's picture
timcurrysbadaccent
Activity Score 83

cool idea. but it looks like the governement client has made a few additions.

it's amazing the idea survived. that deserves a congratulations.

washiam's picture
washiam
Activity Score 443

I totally like these, especially great AD , nice!!

me thinks's picture
me thinks
Activity Score 722

Love the execution and the copy. Perfect.

wgeddes's picture
wgeddes
Activity Score 298

these are a little too busy, visually. they should redo the art direction.

Jet Propulsion Lab's picture
Jet Propulsion Lab
Activity Score 10679

A little? That's an understatement.
I agree with you 100%.
This is a classic example of creatives not being able to decide what to communicate first.
What's the dominant element here? Is it the visual? The headline? The road sign?
They're all fighting with each other for attention, it kinda DOES look like a horrible "accident" itself...

Tero Ylitalo's picture
Tero Ylitalo
Activity Score 628

One of the greatest copy in long time.

"Pastes like shit."

brandsurgeon's picture
brandsurgeon
Activity Score 693

I really don't care 'bout the art direction on this one, but with that copy, I'm totally sold! (meanwhile, the forklift looks really cute as the shot makes it look like a monster with two red glowing eyes.

BrandSurgeon

Most times, worst enemies used to be best friends...

sutho's picture
sutho
Activity Score 92

Nice idea.

Terrible art direction.

Very dated.

I don't know what to look at first.

The hero should be the monster forklift.

Then the line second. Somewhere small but eye catching.

And all you need after that is the sign small at the bottom.

8/10 idea and copy
3/10 art direction.

Chris's picture
Chris
Activity Score 1935

80's art direction,

but the idea is good.

Tapper's picture
Tapper
Activity Score 490

Seems a bit punny no.

Strip. Strip. Strip.

ellehcimeo's picture
ellehcimeo
Activity Score 3376

it feels like there are several ideas in this one ad.
i think they could have squeezed at least 2 different ads out of this one.
love the line "let's not meet by accident"
agree that the art direction is kind of scanky.

Minimum's picture
Minimum
Activity Score 1430

but...but...but...we met by accident

---
...and let the poets cry themselves to sleep. And all their tearfull words would turn back into steam

ellehcimeo's picture
ellehcimeo
Activity Score 3376

no. we didn't. ;)

Minimum's picture
Minimum
Activity Score 1430

and again, you made me smile. I love it when you do that.

---
...and let the poets cry themselves to sleep. And all their tearfull words would turn back into steam

Twombl's picture
Twombl
Activity Score 180

Good idea for a Retro Advertising section.

basuca's picture
basuca
Activity Score 48

great copy. Who cares if looks like... what? 80's? sorry art directors, sometimes a good text do the job.

leftfield's picture
leftfield
Activity Score 165

Don't be ridiculous Basuca.

What century are u living in?

It's the picture that drives the ad.

Not the copy.

Try a course in art direction

Tero Ylitalo's picture
Tero Ylitalo
Activity Score 628

Now, this is one of the main issues in advertising. In my opinion, if you have strong enough copy, forget the whole picture - and vice versa. What I've noticed as a copywriter is that ADs, in general, cannot plan any advertising without their marks. On the other hand, I can be completely satisfied with an ad that doesn't have any copy, if the visual is strong enough.

I guess I'm too humble? ;)

"Pastes like shit."

Minimum's picture
Minimum
Activity Score 1430

A picture and a copy should be balanced perfectly. If one of the two is out of balance the one that is less will be picked on how good your image is. For an ad should draw your attention, when it has your complete attention you wnat to know what it is about. A normal copy could give that info, a good copy would stick in your head. A perfect copy maked you buy it.

---
...and let the poets cry themselves to sleep. And all their tearfull words would turn back into steam

timcurrysbadaccent's picture
timcurrysbadaccent
Activity Score 83

cool idea. but it looks like the governement client has made a few additions.

it's amazing the idea survived. that deserves a congratulations.

klaussnow's picture
klaussnow
Activity Score 1645

looks like we have a love match up there...

... its already been done...

Rog's picture
Rog
Activity Score 6080

Kinda silly, totally overblown idea/image, so...
Lose the main headline.
Play down the 'sign'.

good enough isn't good enough

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

Skor's picture
Skor
Activity Score 208

Agree with that...the main headline and the signline dont really go together..

The signline is more than enough, I feel...

Wild's picture
Wild
Activity Score 14

Solid work, Azza! Hope RIngo is now house trained.

leftfield's picture
leftfield
Activity Score 165

Every picture tells a story.

Therefore pictures rule.

Therefore art directors rule.

It's a visual world.

therefore you only need straight lines to explain the weird picture and the proposition.

Which any dumb art director can write.

You only need a smart line when the art director fucks up.

Unless of course it's an all copy ad.

Am I saying the writer is obsolete?

No.

But they now have to think visually.

A total reversal of the 80's when writers ruled and art directors were the dummies.

What you sow you reap.

ellehcimeo's picture
ellehcimeo
Activity Score 3376

i don't know exactly what you are getting at, but my copywriter and i switch roles all the time. he respects me and i respect him. sometimes i come up with the line and he comes up with the visual. i know lots of art directors who start off writing lines before they start with thumbnails. and writers who draw little pictures before they write copy.

i'm not sure if there is some kind of point that you are trying to make, but i don't think art directors rule, it's a partnership, sometimes there is conflict, but i would only ever say that my copywriter was useless if i wanted to have a good wrestling match... which i do sometimes... and so does he.
neither one "rules".

maybe i was just really lucky to have landed such a professional, collaborative, fun, and creative copywriter.

Minimum's picture
Minimum
Activity Score 1430

A picture and a copy should be balanced perfectly. If one of the two is out of balance the one that is less will be picked on how good your image is. For an ad should draw your attention, when it has your complete attention you wnat to know what it is about. A normal copy could give that info, a good copy would stick in your head. A perfect copy makes you buy it.

---
...and let the poets cry themselves to sleep. And all their tearfull words would turn back into steam

Guest's picture
Guest

This is a classic example of creatives not being able to decide what to communicate first.
What's the dominant element here? Is it the visual? The headline? The road sign?
They're all fighting with each other for attention, it kinda DOES look like a horrible

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