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Chair

Campaign
Agency Network: 
Published/Aired: 
April 2012

Description

Print advertisement created by Leo Burnett, Canada for Raising The Roof, within the category: Public Interest, NGO.

Advertising Agency: Leo Burnett, Toronto, Canada
Chief Creative Officer: Judy John
Creative Directors: Judy John, Lisa Greenberg
Art Director: Anthony Chelvanathan
Copywriter: Steve Persico
Planners: Brent Nelsen, Ian Westworth
Art Buyer: Leila Courey
Photographer: Frank Hodel
Print Producers: Gladys Bachand, Kim Burchiel
Account Director: Natasha Dagenais
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Highest Rated

Nike Diesel's picture

+1

Nike Diesel
Activity Score 13630
Art Director
ace85le's picture

Doesn't solve the root of the problem. A chair can't steal, rob or harass you. The message and analogy is faulty.

ace85le
Activity Score 3935
Marketing Manager |

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www.scorchidentity.com

Brand Design | Logo Design | Brochure Design | Website Design | Branding Packages

ScratchdCanvas's picture

what do you suggest, that copy should say " if you see an abandoned chair on the street you think, "it has the potential to rob me or harass me?" I disagree with you 100%....The direction is great and str8 to the point. it is exactly what one would think. good campaign for awareness of homeless youth.

ScratchdCanvas
Activity Score 30
Graphic Designer at Designer/Art Director
adgoodie's picture

I don't agree with you ace85le. There's truth in what this copy says. Just the same as people would rather help a dog than a human being. I agree with this approach 100%.

adgoodie
Activity Score 194
Copywriter
sirvan's picture

Great line, bad art direction.

sirvan
Activity Score 29860

+++

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

dbor's picture

Is the Canada the country of homeless youth?

dbor
Activity Score 1455
sirvan's picture

Yes. Vancouver especially. They incentivize it with free methadone and weekly stipends. Idiots.

sirvan
Activity Score 29860

+++

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

mjdouglas's picture

rubbish, ever seen a chair beating someone up?

mjdouglas
Activity Score 76
Copywriter at Looking for work
advocate's picture

boring visual interesting copy

advocate
Activity Score 268
Art Director at Philippines
gioborde's picture

Forced comparison . Why base it on a paradigm that isn´t even real ?. No, Mr. Creative, its YOU who sees that in a chair, this is bad.

gioborde
Activity Score 1387
Art Director at LEO BURNETT |

GiBo

Nike Diesel's picture

+1

Nike Diesel
Activity Score 13630
Art Director
Wordfruit's picture

Is your audience furniture restorers?

adgoodie mentioned a dog.

Wouldn't that strike a chord with more people?

A dog might not fit as consistently with your line 'homeless youth have nothing...but potential', and I think that's a good line. But I don't think there are that many people who would straight away start thinking about the potential of the chair.

Wordfruit
Activity Score 1023
observant vicky's picture

I've seen same copy campaign with different visuals earlier...

observant vicky
Activity Score 194
Copywriter
karan raghav's picture

the bestest...

karan raghav
Activity Score 210
Copywriter at Ogilvy delhi |

http://karanraghav.blogspot.com/

nicolausmayo's picture

nice concept

nicolausmayo
Activity Score 196
Graphic Designer
killazol1's picture

great insight, great copy. visual... eh! But nice work

killazol1
Activity Score 354
vote4pedro's picture

Actually, I see an abandoned chair on the street and think, "the asshole could have at least waited until trash day to leave his chair on the street."

vote4pedro
Activity Score 4601
Copywriter
ScratchdCanvas's picture

ones' trash is others treasure

ScratchdCanvas
Activity Score 30
Graphic Designer at Designer/Art Director
chris harris's picture

very nice idea. congrats, guys.

chris harris
Activity Score 14
Copywriter
Manoma's picture

GREAT !

Manoma
Activity Score 1108
Copywriter
mertos's picture

interesting.

mertos
Activity Score 904
Creative Director
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