We are all guilty

Agency Network: 
September 2007

Promocard (the leader free card distributor in Italy) has promoted, together with ADCI (Art Directors Club Italiano), a contest offering free publication to the best creatives about the problem of "global warming". This has been one of the proposals that have been selected for publication.

Advertising Agency: Horace Kidman, Milano, Italy
Creative Director: Fabio Gasparrini
Art Director / Copywriter / Photographer: Matteo Pozzi

Comments (31)

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[ric]'s picture

smart idea!

LeeHarvey's picture
Activity Score 3045

Hmm, let me see, a girl hiding behind a heater. What for crying out loud has that to do with global warming?! At first I thought it was about domestic violence..
Anyway [ric], not a very smart idea.

kurtberengeiger's picture
Activity Score 7323

Sorry, but I agree with LeeHarvey.

Mutub's picture

Yup, I thought domestic violence at first as well.

Guest commenter's picture
Guest commenter

so forced.

Guest commenter's picture
Guest commenter


rudd_5's picture

We are all guilty, and so?

It doesn't show me the problem or the effects.

Then the link between global warming and the heater is wrong and nonsense.

jeroen's picture

I have to agree with rudd_5.
I would like to see the other ones that made it to print though.

Dale's picture
Activity Score 370

I thought it was going to be an ad about human traficking. This doesn't work and there is nothing for the consumer to take away from it. What do you want me to do about it?

- Commenting in all caps with poor spelling and grammar is so done before -

- The only thing more rare than a good ad is a good guest comment -

Kateter's picture
Activity Score 2029

really bad.

Matteo P.'s picture
Matteo P.

I just want to clarify that this is a promotional postcard: therefore it has another side, which explains the meaning of the operation, and the message against Global Warming.
I didn't post it here because it's in italian.

Thanx anyway for your comments.

Guest's picture

As a graphic designer myself, I'm a bit disappointed with this response.

Sorry - but if you look at a poster and don't know what the topic is (and have to flip it over to find out) it's already a failed concept.

Second, there's a bit of photoshop fudging too. The lighting and shadows tip it off that the girl can't possibly fit in the given space, and it looks like she's been shrunk down to match the size of the radiator... those scaling problems tip it off as comped.

Guest commenter's picture
Guest commenter

This reminds me! Got to let the dog out... brb!

STRTLRS's picture
Activity Score 1601

Whoever did this is guilty of bad photography, typography, layout and photoshop. Guilty as charged.

I think, therefore... yeah.

Guest's picture

good work!!!

minimaloid's picture
Activity Score 123

nice idea, i also thought it was about domestic violence when looking at the thumbnail.

good work!

Guest commenter's picture
Guest commenter

I just don't understand how the girl fit back there. I mean, she must be really skinny.

Guest commenter's picture
Guest commenter

so forced... looks like a student work

Din's picture

Doesnt hit the point!

Roger Daly's picture
Roger Daly
Activity Score 355

Cool idea. Wrong cause.

Tina Dev's picture
Tina Dev
Activity Score 60


Have'nt u heard the saying 'We have not inherited this earth,but borrowed it from the next generation'? Then it makes sense. Every one should feel responsible not to make this mother Earth hot or hotter than a heater.

Guest commenter's picture
Guest commenter

Italian advertising... What more can ya expect.

iT-iS-i's picture
Activity Score 1721

About as crappy as it can be.

:: Choose your words wisely or I'll stab you with a point of view ::

:: Put your ears against the ground so i can walk over what you heard::

Guest commenter's picture
Guest commenter

For me the heater represents a prison cell. We all use it, we are all responsible for global warming - we are all behind it. I like it. subtle and nice.

dthlb72's picture
Activity Score 545

If it's that, i'd rather use a pair of hands grabbing the bars... why a girl?

Guest commenter's picture
Guest commenter got soccer...that's your thing. Advertising isn't.

Guest commenter's picture
Guest commenter

i think it's a brilliant idea
keep it up

blueturtles's picture
Activity Score 239

i's a girl behind a heater - as in prison bars? is that it?

i think the idea has legs, but still not yet there. are direction is not done well, w/c is why i think everyone is criticizing.

not a winner. not yet anyway.

mellowdesign's picture

Hmmm - I thought it was about domestic abuse too, but the radiator didn't gel with that...and then the strapline makes even less sense. I agree with the above comments that the image does not reflect the message...tho if it were tweaked it would work for a domestic abuse postcard. Not very well thought out - and because the whole thing misses the mark, it loses any impact. I'd like to see some other entries...

Senhora Kolossa's picture
Senhora Kolossa
Activity Score 483

italian advertising is the suck.
soccer and pizza.
but stop doing advertising.
leave our business.

dthlb72's picture
Activity Score 545

Does the heater damage the air as well...?
what's the link here? why use girl?