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Published/Aired: 
December 2008
Action Group for World Solidarity:  Talent

Description

Print advertisement created by Ogilvy, Germany for Action Group for World Solidarity, within the category: Public Interest, NGO.

Advertising Agency: Ogilvy Frankfurt, Germany
Creative Director: Helmut Meyer
Copywriters: Dr. Stephan Vogel, Alexander Haase
Art Directors: Ina Thedens, Albert S. Chan
Illustrator: Martin Popp
Art Buying: Christina Hufgard, Caroine Walczok
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krautland's picture

oh, this is gonna be a fun comment thread.

krautland
Activity Score 3182
Art Director at erm... no calls please.
A.G. Pennypacker's picture

Wow! This campaign is so well written, so well crafted, and so in-yo-face!! Love it.

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"I have a screen name because not having one is for pussies."

A.G. Pennypacker
Activity Score 601
I'm a full-time somebody at a world-wide agency and a wealthy American industrialist looking to open a silver mine in the mountains of Peru.
Guest's picture

fun (sic)

Guest
LeeHarvey's picture

Visually a nice campaign but if it's all true there's a lot going wrong in India. Shocking campaign, made me read every copy, so I guess I should say; well done!

LeeHarvey
Activity Score 3029
Creative Director
SeanMartin's picture

Unfortunately it is all true.

The campaign itself? Perhaps it's a cultural thing, but all the bright colours and festive type treatments seemed to undercut the importance of the messages, and the body copy on a couple of the other ads was difficult to read for all the ornamentation. No question it's an in-yer-face campaign, but it makes me wonder who the intended audience is.

--------------------------

No, I am not a media buyer.

SeanMartin
STRTLRS's picture

The bright colors and festive type only help emphasize how every-day-life these issues are for Indians. That's why this particular advert is treated as one of those wall murals so typical over there. I'll agree with you that the visuals are a bit overdone, especially that multicolored burst in the background. What an eyesore.

www.storytellerscreative.com

STRTLRS
Activity Score 1601
storytellers. |

---------------
I think, therefore... yeah.

Guest's picture

A lot of the India ads are done with that style of color and type treatment. It makes the message even more stronger for this powerful campaign. It reinforces how they treat these acts so superficially. These are PS ads. I think the audience will be everyone-—parent, mom, dad, a friend that know some one who is.

Guest
Guest's picture

welcome to 1932

Guest
Guest's picture

Visually arresting. The copy is a little hard on the eyeballs.
http://kissmyblackads.blogspot.com

Guest
Guest's picture

What a shocking campaign! Woman is not treated well in India! But who ever wrote this campaign doesn’t know that India is a vast country with 1.15 billion people and if you will look into any incident its number will be huge and shocking to any Garman!

I didn’t like the use of India in the headline making it seem as if whatever is said their in the ads is happening in every home of India!!

ad 1) yes girls are taken out of the schools.. but so do boys in many "poor" villages of India!
ad2) it happens only in "very poor" families but I would have loved to read figures there!!
ad3) this is funny! Under-aged girls are not married to old men! This depiction is over exaggeration and misleading.
ad4) 'Sati' is what it used to be called where woman used to be burnt with dead husband on his pyre..this ritual was only in one northern state of India and this was banned way back in 1846 and an act was also passed in 1987.
ad5) please tell us the numbers and better still percentage keeping the population in mind! This is an exaggeration.
ad6) 3 million abortions in a year... in a 1.15 billion population! I would like to tell you that doing ultrasound scanning to determine sex is illegal and many parts of the country might not even have this facility apart from some Govt. Hospitals there. Just look at the percentage figures http://www.johnstonsarchive.net/policy/abortion/wrjp333pd.html

All said and done I agree that there is a problem in India regarding woman and girl child and it stems from dowry system but I didn't like the casual approach of the ads to sensationalise things to the extent of making it look like every Indian thinks this way!! Copy writing and research is poor and art director is trying to win awards!

Guest
whitespace's picture

3 million abortions in whatever the population may be is still a lot of dead babies, is it not?

whitespace
Activity Score 1947
Creative Director
Guest's picture

boy do these bloowwwwwwwwww.....
f minus

Guest
advertisingrocks's picture

Oh! c'mon. What's the purpose of this campaign?

As an Indian I am enraged, this campaign portrays as if all these things are practiced in every Indian household.

What makes me sick is the origin of this campaign; GERMANY the land of Nazis and Concentration Camps.

Hmm, a country, that gave us WW-II and HITLER. A country solely responsible for the Hiroshima and Nagasaki bombings.

Guys this is the lowest quality of work done for awards (which I suppose is the only intention of this campaign).

advertisingrocks
Activity Score 2
Saatchi & Saatchi |

Advertising is science of 'what to say' & art of 'how to say'

Guest's picture

This campaign perceives India from the so called "land of elephants & snake charmers" angle. Grow over it guys..... dont orientalise stuff which is way beyond your comprehension & cultural context......Besides who gave you these moronic figures....they seem to be from 1857 colonial records

Your indian counterparts arent too busy..are they..seek thier help before you plan to poop again....

Guest
Guest's picture

God help the Stereotype. Really appreciate the cause of collecting financial help for the girl child. However this is what possible you would like to believe India is. The legal marriage age in India for girls is 18 yrs.
This is a country that gave its first female prime minister in 1966 less than 19 years after independence. By the way when did Ms. Angela Merkel become the Chancellor. Did I hear you say 2005. Ms. Clinton tried hard but could not make it even though they got their independence in 1783 was it? I rest my case.

Guest
Guest's picture

GET ALL THESE ADS OUT OF IT>>>THIS IS NOT ACCEPTED>

should i believe that every german is a hitler...throwing rebels and jews in inhuman camps and all.
cummon...this is not accepted at all.

THESE SHOULD BE TAKEN OUT RIGHT NOW>>>>

this is not india....my fren

stop using ur half-baked brain to tell stories that are not true.

Guest
purplehazegirl's picture

this stuff about india is completely exaggerated ..... its not soo bad ..things might be a little bad in rural areas.... which are yet developing but this is not happening on the wide scale ..the way ull have portrayed in these ads.... its not right on ur behalf to portray such wrong facts to rest of the world .... ull need to go to india and get ur facts right first ! ....

purplehazegirl
Activity Score 52
Photographer
Guest's picture

Really a nice campaign. Now a days 'Balika Vadhu' is a nice serial and it will definitely opens the mind of the viewers.

But, it is not true always. Females are as good as males and they are getting good education even in rural area too.

Guest
Guest's picture

Totally Incorrect in terms of facts and DISGUSTING in execution!!!! Dont you guys in Frankfurt believe in any research before u do a campaign ...... HAVE U HEARD OF A TERM CALLED 'RESPONSIBLE COMMUNICATION'???
Am sure the answer is a 'NO'.......

And IVAN, What happened to your screening process??? how can you put up spmething soo offensive and soo incorrect on your site???/

PLEASE FEEL free to answer me.

Guest
LeeHarvey's picture

Sigh! Krautland was right in the first place! This turns out to be another political discussion on the misunderstandings about India.

LeeHarvey
Activity Score 3029
Creative Director
Guest's picture

HUGE FAILURE

this is the most unacceptable campaign i've ever seen

shame

Guest
Guest's picture

its refreshing to see for once the indians are complaining about something and not blaming pakistan for it :) hmmmm....

Guest
kurtberengeiger's picture

This guy "Guest" is sure writing a lot of comments...

kurtberengeiger
Activity Score 7307
Copywriter
Guest's picture

the makers of this ad have no clue about india...so guyz GO FUCK YOURSELVES...imagine a fucking Doctor is involved in this..you guyz must have come to india..n would have been Fucked pretty bad..i gues its a reactive campaign than a proactive one...

Guest
SeanMartin's picture

Sorry, but all the cries of "Unfair!" arent cutting it. As someone pointed out, three million abortions is still a lot of abortions, and to pretend that "it's not that bad!" simply underlines that it still goes on. Call me cynical if you wish, but while the US freed the slaves in 1865 (or thereabouts, I'm sure someone will jump in to correct me), it took almost a century to see full equality. For women, just the right to vote in this land of freedom and justice took a century and a half -- so I'm afraid that, knowing what I do about these practices, you're gonna have to convince me that it's more than just screeching "legal marrying age is 18!" I doubt that really stops anyone, just as I doubt the laws in my own country stop people from acting like political neanderthals when they really want to. And I've heard far too many stories of the acid throws to think they're just a freak anomoly in Indian society. Your country has some serious work to do, so instead of bitching that everyone here "just doesnt understand us!", start effecting some real change by giving the laws against this bullshit some serious teeth. I dont want to presume to tell you guys how to run your society, but when the dowry laws result in things like this, even at the smallest level, dont you think it might be time to get rid of them? Star there; then come back and tell me what wonderful work you're doing.

--------------------------

No, I am not a media buyer.

SeanMartin
Guest's picture

madarchodon

Guest
Ivancette's picture

Buen aviso, el concepto es re claro pero el titular puede ser más corto, el arte suma a la idea aunque las ilustraciones son demasiado figurativas.
E

Ivancette
Activity Score 153
Copy Eje Publicitaria |

El que sabe, sabe arte. El que no, es redactor.

Blair Semenoff's picture

First off, you guest commenter's need to calm down and/or get a membership PLEASE. As for the ads they are extremely powerful. But as I read each comment from various pages people are saying that the statistics have inconsistencies to the TRUTH. If this is the case than the ads should NOT be posted on a global scale. For anyone who says these statistics are incorrect can you PLEASE back them up with a link..... if you can't back it up than don't get mad at the POWERFULL message the advertising agency is providing us.

Thank you

Blair Semenoff
Activity Score 641
TruAction Flix provides companies with a new promotional product aimed toward the youth market. This simple yet highly effective marketing tool touches on the 3 main dynamics of neuromarketing; attention, emotional engagement and memory attention
picturejockey's picture

Let's see it objectively. There are places that have low literacy rate among women. The main reasons behind that are poverty and religious fundamentalism.
It is not correct to make a statement that girls can't go to school in India. Before making a statement like this, you need to study the facts. Please check out the number of students completing school and how many of those are girls and while you are at it, also check out how many schools are here in India meant only for girls.

picturejockey
Activity Score 658
Creative Director at RK Swamy BBDO |

http://www.picturejockey.com
View Navin Harish's profile on LinkedIn

fs's picture

Everyt fact in those copies might be true. That's very sad. But it's not at all about all Germans blaming all Indians of being evil. The really sad thing about those ads is their purpose: Winning an award. Ogilvy does not point their finger on something bad happening somewhere in the world, in India, Germany or Greenland to do something against it. All they want is to win an award. Calm down. Don't blame the Germans for hating India (by the way: they don't). Blame big network agencies for a very cheap and easy way to win an award. That always reminds me of using a Hitler-image for award purposes (http://adsoftheworld.com/media/print/hut_weber_hitler_vs_chaplin)

fs
Activity Score 40
Creative Director
That One Guy's picture

I knew these looked familiar. They were in this years communications arts magazine.

That One Guy
Activity Score 264
University of Houston
Guest's picture

then there you go. CA has become a joke

Guest
Dale's picture

I think this is a very poorly executed ad, which is a shame because it's a serious subject. The entire series is over the top and the copy is misleading enough to think that this applies to all of India and everyone there.

The copy needs to be focused to actually address what, and where, the problem lies. The execution of this series needs to be toned down so that someone can properly read it. You shouldn't obfuscate where you want people to go for information.

There is a major problem in India with how girls are treated. The fact that there are problems in other countries doesn't excuse this. So for all the commenters taking umbrage at this; let's be realistic and acknowledge the problem. For the makers of this ad, please fine tune that message so it's clear.

- The only thing rarer than a good ad is a good guest comment -

Dale
Activity Score 366
Copywriter at Euro RSCG |

- The only thing more rare than a good ad is a good guest comment -

Guest's picture

the font reads more like thai than indian/sanskrit.
the copywriter must have been vaccationing in Bangkok.
no, this is not even award material.
and factually, girls have it really good here in india.

Guest
unmanman's picture

greetings

for the fellow angry indians... its alright to be angry, and i believe you should be but then again thr are greater and bigger things to be angry about thn just these ads and that too from Germany :)

as for the ads themselves, i think this one is better regarding the others from this campaign. i see a good cause going down the drain becoz of bad execution. but failure's the first step towards success right? :)

cheers

unmanman
Activity Score 118

ga ga goo goo ga ga...

crashdummyglory's picture

oh dear ! it looks like a matchbox sticker. did you pick it up from the Kumbh mela? And if it isn't turbans or snake charmers, they'd show epileptic seizure inducing multi colored things , and then it is Indian.
This ad does two things.
a) Show the miserable state of affairs regarding female literacy. the admission process, and i think you mean in urban schools demanding large donations, is indeed difficult. But I am not sure the insight you used regarding urban schools is applicable in terms of rural schools.there the admission process isn't difficult. Girls aren't sent there at all.

b) India is a epileptic seizure inducing country, everything looks like a matchbox sticker. OMG!

crashdummyglory
Activity Score 39
wha...
Imwrittenwith-c-and-ai's picture

Hey there. I can only apologize for my fellow germans. This is absolutely no-go. Travelled India last year for 14 weeks - and god have i met many many many happy schoolgirls! Millions and Millions!! Besides even if this were no extreme black-and-white-exaggeration, but true (which it is obviously not if you been to Inda only once!) - who would we be to judge?! This really is unspeakeable. "Bild" newspaper research - with such an important matter. Yuck.

I copy this guest entry again, as it reflects my thoughts on the "facts":

What a shocking campaign! Woman is not treated well in India! But who ever wrote this campaign doesn’t know that India is a vast country with 1.15 billion people and if you will look into any incident its number will be huge and shocking to any Garman!

I didn’t like the use of India in the headline making it seem as if whatever is said their in the ads is happening in every home of India!!

ad 1) yes girls are taken out of the schools.. but so do boys in many "poor" villages of India!
ad2) it happens only in "very poor" families but I would have loved to read figures there!!
ad3) this is funny! Under-aged girls are not married to old men! This depiction is over exaggeration and misleading.
ad4) 'Sati' is what it used to be called where woman used to be burnt with dead husband on his pyre..this ritual was only in one northern state of India and this was banned way back in 1846 and an act was also passed in 1987.
ad5) please tell us the numbers and better still percentage keeping the population in mind! This is an exaggeration.
ad6) 3 million abortions in a year... in a 1.15 billion population! I would like to tell you that doing ultrasound scanning to determine sex is illegal and many parts of the country might not even have this facility apart from some Govt. Hospitals there. Just look at the percentage figures http://www.johnstonsarchive.net/policy/abortion/wrjp333pd.html

All said and done I agree that there is a problem in India regarding woman and girl child and it stems from dowry system but I didn't like the casual approach of the ads to sensationalise things to the extent of making it look like every Indian thinks this way!! Copy writing and research is poor and art director is trying to win awards!

Imwrittenwith-c...
Activity Score 80
Copywriter at Ad agency, copywriter
Guest's picture

No.
No way this is allowed to win something.

Guest
Guest's picture

With all due respect to germany and the guys who created this ad, your country has achieved so much and has so much of intellect... but by creating a campaign of this manner doesnt just reflect badly on the agency or the people who created it, but also on Germay as a country. The use of such inaccurate info is shameful and you guys should seriously gets ur facts right the next time u go about creating ads of such sensitve issues.

Also, the msg of the ad, which in fact is quite noble, is completely lost thanks to the wrong information, bad direction and absolute disregard for India as a country. Guys if u want people to make donations, dont anger them!

Guest
purplehazegirl's picture

n one more thing... along with the wrong message and information ... why are ull only focusing on india for that matter ... this happens around the globe in many countries... n to ridicule india like this ... without knowing the facts ... its not acceptable.... its good thing if ull want to try n focus on something.. n spread the word .. but spread it in the right way .. with the right feel n keeping ethics in mind n respecting the country....

purplehazegirl
Activity Score 52
Photographer
krautland's picture

hello again.

didn't I promise way back up there this was gonna be a fun bunch of comments? yes, I did.
as you can see the internet did not disappoint once again.

krautland
Activity Score 3182
Art Director at erm... no calls please.
Dale's picture

Time to unsubscribe to this thread. For all the indignation exhibited here it seems to be of the 'other people do it to!' variety. I think this ad has far better legs than I thought in the beginning.

Dale
Activity Score 366
Copywriter at Euro RSCG |

- The only thing more rare than a good ad is a good guest comment -

Guest's picture

beggars..........should have looked up for a better concept for fund raising..........are you takin about 1830 or what??? coz these facts are of that era.......good morning......this is a nice wake up call for u then..........

Guest
heykrunal's picture

The campaign sucks. Wrong insights can't make for a good ad.

heykrunal
Activity Score 8
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