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Fire

Campaign
Agency Network: 
Published/Aired: 
April 2008

Description

Print advertisement created by BBH, Brazil for Vaticano, within the category: Professional Services.

Caption

Only life produces better images.

Advertising Agency: Neogama/BBH, São Paulo, Brazil
Executive Creative Director: Alexandre Gama
Creative Directors: Márcio Ribas
Art Director: Márcio Ribas
Copywriter: Isabella Paulelli
Digital Retouch: Alessandra Perez
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wildbore's picture

effective!

wildbore
Activity Score 749
Creative Director at - - -
Adaddicted's picture

The statement is absolutely true here!

Adaddicted
Activity Score 3435
Art Director |

withalltherespects

creativemonkey's picture

For such a horrid retouch, I'm surprised to learn this is what the advertiser does.
Concept is interesting, but this execution makes it fall flat on its face.

creativemonkey
Activity Score 21
Copywriter at Charities |

The best ideas come in one size: big!

silenciorn's picture

Agree. It's an extremely obvious and bad lighted and excesively contrasted... For execution, the Jump version it is a better one.

silenciorn
Activity Score 153
MoO media |

si fai il mio nome, non ci sono più...

primo_susto's picture

You live in wich world? that pic is REAL, the agency only RETOUCH it

primo_susto
Activity Score 440
Graphic Designer
chinaski's picture

parents throwing their kids out of the window. who calls this a good image? what's next, jews being gassed? "only life produces better images"

chinaski
Activity Score 951
Copywriter
Scam Detector's picture

This misses the point, completely. A genuine Benetton-effect; show something shocking so people may think it's really interesting and deep... Yawn.

Scam Detector
Activity Score 1048
General Manager
eldario's picture

That´s a real photo... that realy happened... it is not retouch

eldario
Activity Score 14
3sesenta
silenciorn's picture

c'mon... it even looks like they used unsharpened scissors to cut it!! Neither the "mother" or the "father" are looking directly at the baby, there is no motion blur, and the baby has a little grin!!

silenciorn
Activity Score 153
MoO media |

si fai il mio nome, non ci sono più...

ibenizer's picture

they are all real - thats the whole point of the campaign.

baby: http://abcnews.go.com/International/story?id=4245840

croc: http://news.nationalgeographic.com/news/2007/04/images/070413-crocodil...

water: couldnt find it but i guess its real too.

But still i am not amazed by this idea.

ibenizer
Activity Score 15
kant's picture

Many thanks for your investigation. Open my mind, and, from the beginning reminds me that all those photos no photoshop was done. Kudos for U!

kant
Activity Score 130
Copywriter
samarazo's picture

I agree with u people, its nice concept.. but the thing is little bit retouched by original photo. its sure.. but overall its nice.. keep it. up..

Samara Simha
A Creative director from Dubai, UAE

samarazo
Activity Score 26
Business |

Samara Simha

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