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What if?

Campaign
Agency Network: 
Published/Aired: 
November 2008
Corporate Chhattisgarh:  What if?

Description

Outdoor advertisement created by Ogilvy, India for Corporate Chhattisgarh, within the category: Media.

Advertising Agency: Ogilvy & Mather, Bangalore, India
Creative Directors: Malvika Mehra, Amit Akali, Deepak Joshi
Art Director: Ravikumar/Sreejith
Copywriter: Manoj Jacob
Photographer: Asha Thadani
Typographers: PJ Shan Jose, Vipin Das, Ratheesh Erumeli
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Highest Rated

Guest's picture

brilliant line...

Guest
SoCH_TO's picture

I want say just that it's Superb Idea

SoCH_TO
Activity Score 970
Art Director |

Live with Passion

Wordnerd's picture

hm i don't know. logic doesn't work on matters of faith. if it did, there wouldn't be things like suicide bombing. it's not like this campaign came up with these thoughts. if not seen as an ad, but art, i like this campaign. it feels powerful.

Wordnerd
Activity Score 6692
Copywriter
Guest's picture

Brilliant!!!

Guest
tirthomitro's picture

doesn't match the majestic quality of the copy in the previous ads

tirthomitro
Activity Score 2758
Creative Director at Grey Global, India |

they showed me a picture & i laughed
dignity has never been photographed

Guest's picture

who are these ads aimed at? suicide bombers aren't rational people, so rational arguments mean nothing to them. and positing that "their god may not exist" will only inflame their irrationality further.

three stars for execution, ZERO for concept/copy.

Guest
casualtyofdesign's picture

I like the ad campaign and can appreciate the message but when you really think about it what good does this ad campaign really do?

When I first saw the ad I sat here nodding my head in agreement and silently mmm hmm-ing in my head but if that’s the case for everyone who looks at this ad… who really cares?

What I’m trying to say is it just seems strange that the ads are aimed at the actual terrorist or suicide bombers, I hardly think if one of them did see this ad they would have a change of heart. With that said it makes me wonder just what was the point of running this ad campaign with the message geared toward the wandering rogue terrorist. Did they actually think they might catch the eye of a terrorist on the fence and sway, (shame) him or her to quit their evil ways?

I think they should have thought this one out a little more.

casualtyofdesign
Activity Score 108
http://www.casualtyofdesign.com |

Michael "Mr. Echo" Roberson
http://www.casualtyofdesign.com

Guest's picture

Not the "existing" terrorists, but am sure there are enough disgruntled youth put through months of propaganda who might just think again before going over the line completely

Guest
everartz's picture

awesome headline! wow!!!
by the way.. does god really exist :D?

everartz
Activity Score 7613
Art Director |

| everartz |

Sephi's picture

yup,god is a girl

Sephi
Activity Score 139
Art Director at Shanghai,China
Sephi's picture

that's really good image view for ponder,debris rubble,blood,dirty corner and scream,but just like someone side that who really be care?
u have paused and staying for how soon?10 sec?1 min?

Sephi
Activity Score 139
Art Director at Shanghai,China
Guest's picture

great series but wrong Target Audience. sorry.

Guest
Guest's picture

This ad suffers a failure in logic. It's dependent on people or terrorists who are already unsure if God exists. But if they had that kind of doubt, they wouldn't be in that faith to begin with, much less be so fanatical about it.

While I have no reason to doubt the sincerity of the ad, it still feels like so much verbal diarrhea. All three feel shallow and fail at understanding the underlying problem; proper education about their faith. No faith/religion to my knowledge condones violence or hatred when taken into the right context.

Guest
Guest's picture

copy sounds very very sensitive!

Guest
Schizzy's picture

This ad suffers a failure in logic. It's dependent on people or terrorists who are already unsure if God exists. But if they had that kind of doubt, they wouldn't be in that faith to begin with, much less be so fanatical about it.

While I have no reason to doubt the sincerity of the ad, it still feels like so much verbal diarrhea. All three feel shallow and fail at understanding the underlying problem; proper education about their faith. No faith/religion to my knowledge condones violence or hatred when taken into the right context.

Schizzy
Activity Score 203
Copywriter
Guest's picture

I think this campaign wanted to raise at least a doubt in the minds of youngsters who might be nurturing the idea of joining a terror organization, about the futility of religious violence.

The TG can include a whole range of people who might be tempted to support, encourage or assist terrorist groups. And that many of them were both well-qualified and well-settled with jobs in leading corporates and found their militancy through ideology rather than social or material deprivation.

Guest
Guest's picture

love it, art direction is sick!

Guest
Guest's picture

how about the people who just want to live in peace and just get on with life living according to their religion? does this message apply to them as well?

Guest
Tipsy_Gypsy's picture

how about the people who genuienly want to live in peace, coexist with their fellow man and live according to their religion? does this message apply to them?

Tipsy_Gypsy
Activity Score 46
Canterbury University
Guest's picture

brilliant line...

Guest
Guest's picture

not siding with sucide bombing ....
But thats the faith....i dis agree with this paticular poster

Guest
Guest's picture

provocative just for the f**k of it
idea? zero
taste? zero
reaching the right audience? zero
insight? inaccurate
award? don't even think about it
again, provocative just for the f**k of it

Guest
vinoth's picture

you said it all...

I dont think this will touch the terrorists (i guess they are the target for this msg)?

vinoth
Activity Score 48
Marketing Manager
Guest's picture

i am in love with the writer :P

Guest
shahidali's picture

boss, this one is not in line. you are segregating between faith and terrorism, not PULLING OUT the BIG debate of existance of God. possibly, you took the wrong turn in this.
however, the previous two are simply great.

shahidali
Activity Score 4067
Dhaka, Bangladesh |

shahid

Guest's picture

WOW COPYWRITER YOU ARE BALLSY

Guest
Guest's picture

Full mark for art direction

Guest
Guest's picture

Guys good work, wrong place isn't it ?

Guest
Guest's picture

are the writer and art director married?

Guest
Guest's picture

i mean not to each other of course... :P

Guest
rachael.jones's picture

a burning issue.

i think you should send your entry to social print advertising award organized in India.
11th International Concerned Communicator Award which is open for entries.

The winner gets to win a cash of US $ 11,000. there is no entry fee for this.

Guess u wud like to try ur chance. all u need to do is fill in the entry form, attach ur ad and send it to cca@rajasthanpatrika.com.

u can visit www.concernedcommunicatoraward.org for more details.

rachael.jones
Activity Score 50
LeeMoh's picture

Noooo!

This idea is dragging the war against terrorists to be against believers too.

It is a lost battle! It doesn’t work.

Plus, as another commenter said, terrorist would never bother to read an ad. So it is missing the audience.

LeeMoh
Activity Score 424
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