Red ice

April 2007

Stop seal hunting.
Every year, 300,000 seals are killed on the Canadian ice.
International Fund for Animal Wildlife

Advertising Agency: Springer & Jacoby, Germany
Creative Directors: Dirk Haeusermann, Matthias Harbeck
Art Director: Sven Klasen
Copywriter: Toni Selzer
Photographer: Art Wolfe
Graphic: Anna Jass
Accounts: Julia Waldi, Steffen Behrends

Comments (24)

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bigbadfatmadafaka's picture
Activity Score 486

mmm not even close to good.

Spanky's picture
Activity Score 4899

did someone ask you to post this? or did you post it just to fuck with us?

advert2ad's picture
Activity Score 237

Be generous in your comments MR.Spanky......


Spanky's picture
Activity Score 4899


Rog's picture
Activity Score 6080

Overcooked the idea.
This has lost any drama or empathy it may have had.
It just looks trippy and weird.
It barely even says blood to me.

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

otto54's picture
Activity Score 381

I like that. stright to the point.

mrtalented's picture
Activity Score 2171

'bloody' lame concept

Spanky's picture
Activity Score 4899

that wasn't quite a pun. but it was close enough to deserve a fine. $100 to you favorite local charity. thanks.

spiderbear's picture
Activity Score 20

I think a lot of it could have been left to the imagination. I agree with Rog that it's overcooked. A little subtlety would have lifted it. The red just doesn't sit well, like it's a terribly hot sunset melting the ice caps. And there's really no reason given to stop killing the seals, apart from the fact that, well, it's inhumane and destructive. A bit more thought and craft needed, I suppose.

like.a.boy's picture
Activity Score 227

It doesn't look like red ice, more like red light are shining on it.
Btw the idea is weak.

Weak idea + weak visual.

Stigset's picture
Activity Score 1454

Yes there is blood when hunting (deer, seal, birds...) actually when I eat a steak there is blood as well, should I become a vegetarian? because in order to eat meat we have to kill an animal, no ? This ad doesn't really tell me why we shouldn't hunt seal more than other animals appart from the fact that blood flows when you kill an animal (whaow that's news!). Because it's an endangered species ? Not all seals are endangered, so wich one is it? The blood doesn't look like blood, and the ad is just lame and bad.

Beatboxer's picture
Activity Score 1517


Chris's picture
Activity Score 1935


The italian patient's picture
The italian patient
Activity Score 22


sk's picture
Activity Score 12

I like this great campaign. It is Art.

philippertl's picture
Activity Score 656

I like it a lot. Gets the message across perfectly and the image is very dramatic and cool as well.

For hire and desire ...

Mtl Dave's picture
Mtl Dave
Activity Score 274

I like the image. But why stop seal hunting? It's so fun. I mean this ad is desinformation. Seals are not in danger at all in Canada.

ellehcimeo's picture
Activity Score 3376

Ouch. I don't like getting hit on the head with messages. This one is a bit over the top. Plus, um, isn't this a sign of the Apocolypse? Water turning into blood or something?

Barbz's picture
Activity Score 93

creepy art direction.

jennywhx's picture
Activity Score 1142

seriously, i don't even realize it is ice, until i read the title ivan had wrote.
red =/= blood, at least, i don't see blood here.

sk's picture
Activity Score 12

Die Klowände des Internets.

NITROXROX's picture
Activity Score 130

Same idea as an ad done by Saatchi's Singapore where they made the sea red in colour. Just won at AdFest I think.

puppiepoppy's picture
Activity Score 1634


The Saatchi Spore stuffs are lame as well. Worst, they did a campaign of 3 out of the same execution. That, for them, is a campaign! In this case, Saatchi can come out with dozens of these ads....just feature different angle/ perspective of the same damn stretch of beach.

But it's good that they have some good buddies in the judging panels. It helps.

panasit's picture
Activity Score 687

Sometime people do not realized what a good ad is. It seems to me that a lot of people on this website, not just for this ad, but many others, keep screaming "been done before" or "bad art direction" or "it doesn't have anything to do with the product..." etc. etc.

Since there's no requirement of Bachelor degree in Advertising Design to post here, although I do see a lot of professionals here, I am starting to think that not a lot of people here know what is a function of an ad, and how can it be classified as "effective".

This ad catches my attention and is memorable, and it forced me to read the message. That's enough.
The art direction is ugly, and the concept is a bit lazy, but like it or not, the ad works. And it's not exactly selling something I may or may not want to buy here, it gives a message that I just have to take in. And I did.

--good idea is enemy of great idea