Agency Network: 
March 2010


Advertising Agency: The Fuel Agency, Australia

Other Additional Credits: Andre Ash, Rachel Corponi, Adam O'Neill

Ambient advertisement created by The Fuel Agency, Australia for Red Cross, within the category: Public Interest, NGO.


Landmines don't kill soldiers. That's why they're banned.
Even wars have laws.

Executive Creative Director: Rod Clausen
Senior Art Director: Ed Bechervaise
Senior Copywriters: Simon Robins, Toby Blackler
Account Manager: Mary Atley
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Roger Keynes's picture

Yeah... but needs something.
SFX when you tread on it?
Otherwise that 'sticker' campaign from Sydney in the late 80's does it best.

Roger Keynes
Activity Score 5498
Copywriter |

The Jobless Writer
Will Think for Salary

junksortie's picture

Landmines don't only kill soldiers. That's why they're banned. -----------------> only is missing in the description part !
Even wars have laws.

Activity Score 18
Copywriter at DRAFT FCB ULKA
ACreativeSpirit's picture

what they mean is that in general land mines kill civilians and not soldiers, a soldier killed by a land mine now a days is rare, innocent people are the ones that suffer

Activity Score 179
Creative Director |

Always try to be unique even when forced to conform.

muraliduggineni's picture

The copy cud have been tightened: Landlines kill not just soldiers

Activity Score 104
Copywriter |

murali duggineni

Enduwolf's picture

You're right, but I'd suggest even tighter – Landmines don't just kill soldiers... that's why they're banned

It's a nice effect, however the style has been done to death.

No pun intended.

Activity Score 165
Copywriter at Advertising Energy Group
satrianee's picture

i wish nothing else was written on the copy... Is it ok if it kills a soldier (who is also human?)

and no... even if the war has laws, it is illegal itself. Saying this, you can leave an open door for war, and when things get thoug no body can put a clear line between what is bad and what is worst.

Strong campaign this one. Hate to say i like it. One of the landmines could have been "blown out" and maybe a thorn shoe could have been left there... God, i'm getting savage myself just by thinking about making it "better".

Activity Score 3748
Lara sson's picture


Lara sson
Activity Score 8
jorj's picture

Are you lara larssonian?

Activity Score 638
Art Director at Senior Art Director
dsklan's picture

is there at least a soundeffekt if you step on them? lame...

Activity Score 1926
Art Director at homeshop
Patata Casada's picture

Ok, once I read that... what am I supposed to do as a civilian???? That's governments's job!

Patata Casada
Activity Score 118
Cursando 2º de la Licenciatura de Publicidad y RR.PP.
Phil Lestino's picture

So they are banned...well that's good then isn't it.....nobody needs to worry then.

Phil Lestino
Activity Score 1684
Gearbox's picture

Missing a C2A. "Donate to the Red Cross, save someone's legs"? Without it, the message is simply "landmines are banned" and it's not asking anyone to do anything. Unless you're an arms dealer.

Ooh, there's a campaign. "Are you an arms dealer? Save someone's legs: don't sell landmines."

Activity Score 116
silvi's picture

I think this campaign could be better

Activity Score 4172
maranca82's picture
Activity Score 422
dsklan's picture

yes, this is really a good one!

Activity Score 1926
Art Director at homeshop
underlivan's picture

Or this:

Student project I did a year back

Activity Score 2
Copywriter at Leo Burnett
rolling.stone's picture

Even wars have not connecting yet

Activity Score 2741
Copywriter at Delhi , India |


~ Quite obviously, I have gathered no moss ! ~