Agency Network: 
January 2008
Hogar de Cristo:  Box
Hogar de Cristo Direct Ad -  Box


Direct advertisement created by Grey, Ecuador for Hogar de Cristo, within the category: Public Interest, NGO.

Advertising Agency: Maruri Grey, Ecuador
Creative Directors: Luis Campoverde
Art Directors: Luis Campoverde, Cesar Chica
Copywriter: Pipo Morano
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peak900's picture

I like this idea with the "cardboxbox" ;) Smart and simple it makes the point.

Any already-done-comments?

Activity Score 211
frankopinion's picture

simple. nice.

Activity Score 21
des4graphic's picture

nice. simple

\\Graphic in every where.... look around you!\\

Activity Score 282
senior graphic designer |

\\Graphic in every where.... look around you!\\

pacciotti's picture

nothing beats the feeling of unboxing an ugly box and then finding the ol' ugly drawing inside. crackheads heaven indeed.

Activity Score 19
publicis romania
sneakyhands's picture

first off, crack is crackheads' heaven.

second, it is a lot of direct mail material that will probably become trash. as brilliant as it is, it's still pretty wasteful. at least that's what i think when i get door-spammed.

Activity Score 1843
Andy-B's picture

aaaahhhh. sweet & touchy

Activity Score 270
Ogilvy, Johannesburg, South Africa
SeanMartin's picture

Nice idea, but let's get real: these days, when people send pipe bombs by mail, who's gonna open an unmarked, unaskedfor box?

Javier Ramírez's picture

Pero ¿qué tiene que ver la caja? ¿porqué una caja? la gente no vive en cajas, de hecho sus casas son de caña, no de cartón. Manda entonces una caja de fósforos.
Bastante pobre y predecible el texto.

Javier Ramírez
Activity Score 1237
Creative Director at Nexus BBDO |

Chief Creative Director Nexus BBDO

Zeus's picture

me gusta!!..., me hubiera gustado más si la caja estuviera envuelta como un regalo o una mejor presentación, ya que así se ve muy informal

Activity Score 900
vvhisky's picture

already done, by me. :(

Activity Score 114
savitzky brand building/associate creative |

for a "no copy/paste" world day.

dico's picture

excellent idea!

Activity Score 332
Establecimiento Las Marias - Graphic designer |

AERC's picture

I'll never open a box whithout any identification. Good idea anyway

Activity Score 61
Art Director
Zane's picture

Simple and effective

Activity Score 106
Copywriter at Madrid
Jon Juan's picture

Almost everyone will open this. Curiosity is too powerful to deny sometimes, and I doubt that most people live their lives thinking that someone would have a reason to send them a pipe bomb...

Jon Juan
losvanvan's picture

Yo le daria un cannes. Gran idea!!!!

gioborde's picture

A mi forma de verlo muestra un problema maquillado. No llega a impactar por mostrar una cruda realidad. Por el contrario, la caja contiene planos de una casa muy comoda. La idea no es novedosa, pero es buena, y de hacerse, tendria mas impacto con planos de una vivienda tan pequeña, incomoda y ausente de necesidades básicas...Con la casa que se dibuja ahi, me motivaría a hacer una igual.

Activity Score 1369
Art Director at LEO BURNETT |


Guest's picture

Love it. Just one thing I thought could have helped: an OE line. I know I always harp on people's lines, but the OE is cardinal to DMs. Perhaps if their label was on the box instead of in the letter. I'd love to see the letter, too.

Guest's picture


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