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RT3's picture

Great impact. Way out of the box, especially because the target must of thought "someones home keys...poor dude". Awesome way to reach the heart.

Activity Score 66
TonySF's picture

This didn't make sense to me the first time I read it. I can imagine people posting up fliers that said, "Found! Keys that say , 'thousands of people are missing their keys'."

Activity Score 22
Academy of Art University
echo for's picture

your intention is that the key stand for people homeless?

echo for
Activity Score 10
kalpesh78's picture

something smells scam to me. it would've been better if the keys were printed on thick board and cut..(punch).
cheaper when mass-production is involved.

Activity Score 2578
Chief Creative Officer at Uniqish Brand Creche |

ideas....30 minutes nahi toh free.

J.Zdaniuk's picture

I think it's a good concept and a really smart execution. It is so easy to ignore and look past the homeless as they beg etc. but this makes a personal plea that you and your concious must consider, they got you, you've already started to pay attention and you began the scenario intending to help anyway so it just pushes you to take that 1 step further and help in a more meaningful and less convenient way.

Activity Score 74
Art Director at LOWE GGK |

What the Puck am I doing here?

Wordnerd's picture

agreed. i think the impact hits the wrong spot. homeless people don't miss their key. they miss a home!

Activity Score 6692
fredsters_s's picture

missed the point.

Activity Score 18
Tinglow's picture

This is precisely a problem with the copy. It has 2 layers of meaning. One as you rightly pointed out, people take it literally, and it reaches the wrong place. But the point he tried to metaphorically DRAG it across is that, the people miss they're keys. The keys were snatched, rendering them homeless or like once they owned a pair of key, but now they miss it. The copy is very complicated with lots of meanings streaming out.

I feel just that one side would have spoken enough. "Help us help the homeless, tel no.----" I like the idea of dropping the keys around the city.

Activity Score 614
Chennai |

It comes just like that!

capywriter's picture

guess dropping around homes was the first idea, but turned out to be too expensive...

Activity Score 5513
Copywriter at Freelance
Wordnerd's picture

dude, you get my personal smartass-award ;)


Activity Score 6692
Rekker's picture

I think it won an epica-award ;-)

Activity Score 123
creative |

Say no more...

Adzipper's picture

I think it works fine. Copy could have been more crisp and clear. Still, i would say, its not a bad ambient ad.

Activity Score 8
Bracman's Academy
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