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Bookend

Published/Aired: 
February 2008
 Bookend

Description

Caption

Every day a 10-year-old child has to carry a load of schoolbooks that weighs 15kg. Help lighten their workload.

Advertising Agency: Grey Beijing, China
Executive Creative Director: Chee Guan Yue
Creative Directors: David Wang
Art Directors: Chee Guan Yue
Copywriters: Adrian Zhu
Producer: Kevin Bi
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Mumbai cha porga's picture

Great!

Mumbai cha porga
Activity Score 22
Art-Direction
SeanMartin's picture

Like so many pieces of ambient, I question how well this really worked. The sheer cuteness of the figurine undercuts the seriousness of the message, and given that books are usually turned spine out on the shelf means the headline would be facing in the wrong direction for a reminder read, thus eliminating the message altogether.

SeanMartin
XL's picture

Dude. They're called bookENDS. Meaning they're on the end. And therefore, still entirely readable.

XL
Activity Score 214
SeanMartin's picture

*Dude*, look at a set of bookends sometime and tell me which side FACES OUT.

SeanMartin
biabitch's picture

the copy faces out but the expression of the ceramic child will always be seen.

which is okay because 1.the copy has already been read when the ambient piece was delivered. 2. anyone new to the ceramic book ends would like to know why the books are leaning and why the bookend kids look so distressed.

biabitch
Activity Score 298
saatchi
k-rocka's picture

Well said.

k-rocka
Activity Score 426
Graphic Designer
teenie's picture

I assume these would go on the teacher's desk as a constant reminder. They don't need to read it every time to remember the message.

teenie
Activity Score 1894
Copywriter
the_wizArt_of_OZ's picture

Like it.

the_wizArt_of_OZ
Activity Score 16
Art Director at Art Director
adstrike's picture

what the fuc*! is this, how you supose to help this kid... what a fake ambient. (so you see this, realize about the problem and then? no phone number no webpage...

adstrike
Activity Score 334
Copywriter
EgeMan's picture

yes . i agree with u. no contact information about help and more

EgeMan
Activity Score 54
Creative Director at www.potkal.com.tr / CEO - Virtual Designer - creative director |

don't be affraid of design.

gmint7's picture

:::J:::
i think it's just meant to raise awareness..

nice. good job

gmint7
Activity Score 2675
Art Director at ad grad @ S Francisco |

:::J:::

dynatop's picture

good point, bad execution.

dynatop
Activity Score 212
Other at cgen media |

from guangzhou/canton china

tridipnandi's picture

good one...I think parents are not the tg...education depart should see this.

tridipnandi
Activity Score 220
Art Director at Lowe Lintas
viky's picture

Nice one

Flooded with art!

viky
Activity Score 358
Art Director at Art Director |

Flooded with art

MoveOn's picture

Charming idea, worthy of praise, only I hope it's not another scam.

MoveOn
Activity Score 63
Art Director
Mumbai cha porga's picture

Nice out of the box idea!

Mumbai cha porga
Activity Score 22
Art-Direction
Blue Koala's picture

Hard to be Ads.
----------------
Just an opinion.

Blue Koala
Activity Score 199
Ogilvy & Mather, BKK |

----------------
Just an opinion.

dauntless's picture

agree with adstrike
seems like this is done for the awards...
don't see how this can help the situation of the kids... good one to help the creative team though :)

dauntless
Activity Score 60
Art Director
pooja gadodia's picture
pooja gadodia
Activity Score 86
faluba's picture

no bad

faluba
Activity Score 20
Art Director
the_dejawoo's picture

Cute!

the_dejawoo
Activity Score 98
Copywriter
lunan's picture

oh my god!
Chee Guan,bad idea,bad result.

lunan
Activity Score 13
Art Director
avinash singh's picture

idea does not create the pain.

avinash singh
Activity Score 15
Copywriter at doodledoo advertising
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