Agency Network: 
March 2010

The Fragile Childhood activity has begun in 1986 and has been established as
a well-known form of activity in Finland. Its goal is to help children who
suffer from parental alcohol misuse.

Print advertisment created by Euro RSCG, Finland for Lasinen Lapsuus, within the category: Public Interest, NGO.

I was shocked to hear that after only a couple of drinks my child doesn't know me anymore. In my own eyes I'm just starting to be tipsy, but Niko thinks I've become another person. Mama is gone and he's left alone.

Advertising Agency: Euro RSCG Helsinki, Finland
Creative Director: Marko Vuorensola
Art Director: Joonas Paloheimo
Copywriters: Annu Terho, Juha Koivisto, Vesa Multanen
Illustrator: Joonas Paloheimo
Additional credits: Paul Earl

Comments (20)

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Highest Rated

trebreh's picture
Activity Score 2

the exorcist

atb2005's picture
Activity Score 13557

For some reason, I love this one the most. It's very powerful. It's like the child has been "abandoned" or "forgotten" outside on the street, in the dark (while the parent's inside drinking)

whatthefudge's picture
Activity Score 1266

Really gripping.

sold's picture
Activity Score 3305

normal campaign

f10.Sevilla's picture
Activity Score 59

I love the look, I think the message lacks something. Its like I was expecting a much better text in such a beautiful design.


Emanresu's picture
Activity Score 2148

Great series. While I am not crazy about the type, I do give kudos for the ads having more than three words of copy.

Marta Ibarrondo's picture
Marta Ibarrondo
Activity Score 55

love the look. this one's my favorite. not crazy about way type is treated. also copy could be better.

atb2005's picture
Activity Score 13557

Someone's provided an English translation. I am sure the copy reads better in Finnish. We have similar "lost in translation" issues with other campaigns too.

xcreativity's picture
Activity Score 2374


=== Looking for concept/art creative to form a team to work in independent advertising projects. ===

Alexandre Brito
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sirvan's picture
Activity Score 29860

Nice art. But the copy is rambling.


"I love some things, and don't love some other things."

pulchinela's picture
Activity Score 1175

Great insight! The people won't stop drinking if they just do it. But if they have children maybe they will. I stopped smoking when I understood that my wife was pregnant. That is why I believe that this campaign will work little. Little because the drinking is a too bad vice.

Garlos Sánchez's picture
Garlos Sánchez
Activity Score 47

Good art

everartz's picture
Activity Score 7613

it feels little incomplete to me, although im in love with the art

| everartz |

Tommy G.'s picture
Tommy G.
Activity Score 897

Memorable ad.

Adaddicted's picture
Activity Score 3435

Great art direction.


alexander_bickov's picture
Activity Score 3279

Nice art

franktrana's picture
Activity Score 99

Alcohol abuse is a well known problem in Finland, and the way these ads communicate is absolutely amazing. The agency could have gone a much simpler (as in bad) way.Fantastic!

MJStinson77's picture
Activity Score 601

This entire series targets a great insight that anyone who has had a few too many can understand. A lot of people have no idea who they become after a few drinks. Nice work. | | wordjones

rolling.stone's picture
Activity Score 2741

nice route


~ Quite obviously, I have gathered no moss ! ~

trebreh's picture
Activity Score 2

the exorcist

alausa's picture
Activity Score 1420

Bottle it up kid.