School Photo

Agency Network: 
September 2010

Print advertisment created by Ogilvy, New Zealand for Papakura District Council, within the category: Public Interest, NGO.

Advertising Agency: Ogilvy, Auckland, New Zealand
Group Heads: Martin Hermans, Richard Loseby
Executive Creative Director: Damon O'Leary
Art Director: Freddie Coltart
Copywriter: Matt Williams
Photographer: Meek
Retoucher: Adrian Fitzgerald

Comments (29)

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Anonymous Author's picture
Anonymous Author
Activity Score 1541

Strong community message, particularly if that is an actual victim. Kudos and condolences to family if so.

Write a wise saying and your name will live forever – Anonymous.

atb2005's picture
Activity Score 13557

I doubt that's an actual victim. The message would be even stronger if that was the case though. In any event, great ad!

abake's picture
Activity Score 1262

Great ad.

Roger Keynes's picture
Roger Keynes
Activity Score 5498

Subtly unsettling. Job done.

The Jobless Writer
Will Think for Salary

mmackinven's picture
Activity Score 1608

Nice, like :) Go Loseby!!!

jackmancer2017's picture
Activity Score 6992

Lovely. Funny how he's the only one smiling =)

Lucylu's picture
Activity Score 109

Yes, that bit caught my eye too. A good effort.

Guest's picture

They get to wear sneakers at school awesome... I love the ad its great!

Guest's picture

Oh come on! It 's a dead kid among alive kids... very touching but where is the creativity???

bloomonkey's picture
Activity Score 99

I like the toning in the ad, it looks really bleak and sinister which I think adds to the impact.

"Never try teaching a pig to sing, its a waste of time and annoys the pig" - Robert Heinlein

Elmārs Ārnieks's picture
Elmārs Ārnieks
Activity Score 840


Life is a joke. Laugh.

Psicowalrus's picture
Activity Score 13

no creativity at all.

Matt Tonkin's picture
Matt Tonkin
Activity Score 168

How so? It's creative in that it makes you take a second to think it over before you completely understand it. It's creative because it doesn't specifically state the absent child died, it is implied by the line and the sad faces. Just because it is not "flashy" overall doesn't make it uncreative.

F.Abboud's picture
Activity Score 218

@Psicowalrus; can you just give us a description of how would you do it more creatively please; thanks.

Libor Oubrecht's picture
Libor Oubrecht
Activity Score 309

Where is the idea?

atb2005's picture
Activity Score 13557

It's right there in the photo

elyoshiro's picture
Activity Score 546

Very nice,

HappyHour's picture
Activity Score 2381

at first glance thought it was an ad for improving schools (the kid not there is the only one smiling and happy). interesting thought here, I'm not sure if it's believable that this is the way a school would treat a class photo had one of the children died though...

Roger Keynes's picture
Roger Keynes
Activity Score 5498

oh ffs... if half you guys had stayed in school long enough to be in your own school/class photos... you'd know that any student that is away from school that day is still noted/included.

The Jobless Writer
Will Think for Salary

keithstoeckeler's picture
Activity Score 425

Very well communicated and great tone for a print ad.

silvi's picture
Activity Score 4172

Shocking, strong message.

thedesignaddict's picture
Activity Score 5403

Effective + memorable.

Guest's picture

Nice work

Guest's picture

As an auckland kiwi I have to say the grey dark tones really does remind me of Papakura.....

Great add :>

bobby666's picture
Activity Score 1460

masterpiece of an ad. it really made me think twice and filled me with compassion. superb guys.

Guest's picture

Would have worked without the picture of the dead dude too. TAKE IT OFF! TAKE IT OFF!

Dzsoi's picture
Activity Score 8532

Very strong, emotional and I love the straight, human tone of the copy. Good thinking, man!

Guest's picture

too literal?

babaonwww's picture
Activity Score 26

its really great... strong message.... memorable..... this ad will remind them when reach near school school I like it...
This is the creativity it can hold audience's heart.