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Daan is home again

Agency Network: 
Published/Aired: 
April 2012
KIKA Print Ad -  Daan is home again

Description

Print advertisement created by Publicis, Netherlands for KIKA, within the category: House, Garden.

Caption

Dean is home again.
Thanks a lot, contributors.

Advertising Agency: Publicis, Amstelveen, Netherlands
Creative Directors: Marcel Hartog, Jeroen van Zwam
Art Director: Paul Wagemaker
Copywriter: Arnout Robbe
Photographer: Marius Roos
Artbuyer: Ron Townsend
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kleenex's picture

Cute...

kleenex
Activity Score 51721
Web Designer/Developer
Bill Me Now's picture

maybe I'm seeing this the wrong way. I saw this at first to be the child's home, and the parents are speaking, almost regretfully that their kid is back (not good). Or perhaps this image is the waiting room, and the doctor is speaking (in which case good). If it's the latter, the visual could use some additional elements to push that it's not a residential home (magazines, parts of other people cropped slightly into the frame, etc...).

Bill Me Now
Activity Score 180
ivan's picture

Yes, first interpretation. It's black or ironic humor. Sort of saying who cares about the walls, when the life is saved.

ivan
Creative Director at Ads of the World
atb2005's picture

There's no black or ironic humor with cancer. The copy is an epic fail.

atb2005
Activity Score 13557
Stendzenieks's picture

There certainly is. Much better than feeling sorry and pity and bursting in tears 24/7/12. And I know what I'm talking about. 10 points from me.

Stendzenieks
Activity Score 40
Creative Director at MOOZ!, Ltd.
Kwaku The Cowboy's picture

This reminds me of me. Really real!

Kwaku The Cowboy
Activity Score 71
Copywriter at NBG Roman Advertising
Taylormade's picture

Furniture was probably picked by some Art Director with no kids. A toddler would fall into that chair and poke out one of his eyes. And the height of that media stand is a menace; its corner would poke out the kid's other eye. In particular, that chair would either be in the basement or sold by now.

Taylormade
Activity Score 408
Allecto's picture

I also get the feeling of irony, like they didn't want the kid to come back. Am I getting this right?

Allecto
Activity Score 14
Graphic Designer at Eureka! Digital
Hadrons's picture

The wording is wrong. the coma after the "thanks a lot," makes it seems facetious when it should be: thanks to the contributors - my kid is home (alive) again.

Overall, the campaign is flat. It doesn't scratch the surface of the joy in finding your child healthy again. Including the messy sticky hand prints all over...

Hadrons
Activity Score 6041

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

Alexandra Gregor's picture

I am actually asking myself if this really about that kid being "home" again.
On none of these ads you actually SEE a kid, just the traces of a kid that had been there. So, mybe, the word home could be understood like back in heaven where the child first came from. To me these ads seem bitter and despite the traces the kids left behind very cold, steril and sad.
Also "thanks a lot, contributors" sounds ironical and somewhat sarcastic. More like the contrary of a real thank you.

I think it says that there's too few contributors and if there'd been more, the child would be still alive. It's a call out to anyone that they should contribute blood and bone marrow way more often.

So I gave lots of stars - if I'm right I think it's pretty well done. If I'm wrong - not so good.

Alexandra Gregor
Activity Score 10
Freelancer for children's books illustrations and web-based illustration
Wordfruit's picture

I think this is one of those ideas which on first thought kind of seems good, but I don't think it's communicating well enough.

I think there are a few small things you could do to help it but they wouldn't really make it great.

I'd be thinking of going on a different tack. Maybe a different idea entirely, or maybe still with an idea related to this.

Wordfruit
Activity Score 1023
mr.x's picture

So, to sum it all up, it's not communicating well. Yes, I agree.

mr.x
Activity Score 998
Forsbergs Skola
kleenex's picture

I thought I see this ad before???

kleenex
Activity Score 51721
Web Designer/Developer
Hamberwick's picture

I will teach you all:
When our children get better from a cancer, we love everything they bring back to our homes, including the mess. Great adv, congratulations.

Hamberwick
Activity Score 14
Hamberwick's picture

"Thanks a lot, contributors". The parents really mean that, it's not ironic.
The only ironic thing it's beacuse it isn't ironic, do you get it?

Hamberwick
Activity Score 14
vinnyrihal's picture

'Hamberwick' I agree with you that it's not ironic and the parents really do mean thanks alot contributors. The problem is how the copy is worded. If it read 'Thanks to the contributors' it would read with more sincerity

vinnyrihal
Activity Score 60
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