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December 2010  Light Outdoor Ad -  Light


Designed to be readable only at night in unlit locations, this poster was silk screened with a strontium-based
phosphorescent ink that will glow brightly for eight to ten hours after charging in the sun for a half hour.

Outdoor advertisement created by Richter7, United States for, within the category: Public Interest, NGO.


A light in your darkest hour.

Advertising Agency: Richter7, Salt Lake City, USA
Creative Directors: Gary Sume, Ryan Anderson, Dave Newbold
Art Director: Ryan Anderson
Copywriter: Gary Sume
Production Manager: Cynthia Griffin
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LeeHarvey's picture

So you think a poster will stop me from putting a bullet in my head? Don't think so.

Activity Score 3043
Creative Director
luispiter's picture

I like the action

Activity Score 2756
reasonwhy's picture

Actually, if i meet that print, I'm in a very scary street where no one goes ... but killers, to kill me before I do.
Nevertheless, if you put that kind of ad in a fluent street, there will be light, so it won't work ...

Activity Score 147
Art Director
everartz's picture

what if someone passes by the poster in the daytime and never repeats it in the dark.. or vise versa ..then it wouldnt make any sense!
i see that 2011 has a sh*t start in our industry until it is proven otherwise!

Activity Score 7613
Art Director |

| everartz |

simon.gross's picture

Creative: So the target we're aiming for here is suicidal people who are standing around outside in the dark. Correct?
Client: That's not what we said.
Creative: But this is an awesome idea.
Client: What about people who are, you know, having suicidal thoughts but in, for example, normally lit situations?
Creative: Look, I'm not a scientist.
Client: This idea's not that great.
Creative: That's because it's awesome.

Activity Score 541
Copywriter at Clemenger BBDO
Billoughsby's picture

Best thread ever. (Hi Lee.)

Real larfs from first comment to last. Thanks, guys

Activity Score 5154
Art Director |

That's it.

LeeHarvey's picture

Welcome back Billyboy

Activity Score 3043
Creative Director
Lazarus's picture

I'm saved.

Activity Score 1537
Creative Director
CuriousPencil's picture

"End suicide" - END it? Isn't that a bit final? Isn't 'putting an end to it all' what it's all about in the first place?

And for the love of all that's depressed, NOBODY in that state of mind goes and finds an alley for the deed, unless it's got a 500ft drop at the other side of the wall.

And a website. When you've got 20 seconds to shift someone's thinking to the safer side of selfmurderous thought, you don't assume they've gone out with their rope and pills and pistol and are in the state of mind to go to a website that is, after all, just a signpost to other websites (okay, and some numbers - but why not put the numbers up on the poster?)

AND Goblin-green ghoulish photoluminescence? Are you f*cking INSANE? Why not just put the Nike tagline up there too and be done with it.

Activity Score 4199
LeeHarvey's picture

A ten star for your comment CP! Just do it.... ;-)))

Activity Score 3043
Creative Director
morse's picture

Haha, so true.

Activity Score 18159
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

whatthefudge's picture

Activity Score 1266
Billoughsby's picture

So they only care about suicidal vampires. Is that it?

Activity Score 5154
Art Director |

That's it.

Roger Keynes's picture

See what happens when you have three CDs? ;)

Roger Keynes
Activity Score 5496
Copywriter |

The Jobless Writer
Will Think for Salary

Tspot's picture

I don't hate the execution as much as everyone else. Depressed people tend to sleep all day and go out at night if they go out at all. There are plenty of dimly lit streets. Not saying this ad, or any print ad, will work.

Activity Score 239
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