Agency Network: 
December 2010
Arrels Foundation:  Bed


Print advertisement created by Altraforma, Spain for Arrels Foundation, within the category: Public Interest, NGO.


Without realizing it, you are giving the homeless an opportunity. Try to think of really achieving it.

Advertising Agency: Altraforma, Barcelona, Spain
Creative Director: Xavi Lardín
Art Director: Francesc Morata
Copywriters: Yoryo Hortolà, Adrià Rosell
Photographer: Adrià Rosell
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luispiter's picture

i like it.. nice..

Activity Score 2756
Cutarica's picture

fisrt hand idea. weak imo.

Activity Score 3451
mockingbird's picture

nice idea.

Activity Score 238
dadada's picture

boxes for homeless is over used but it still stay a nice ad.

Activity Score 1720
Art Director |

Everybody is creative, be yourself.

CuriousPencil's picture

Ivan, can you ask submitters to include a link to their client's website so we don't have to spend 10 invaluable seconds of our lazy lives typing it in please?

Since there's no translation anywhere, I'm not 100% sure about the ad, and the website's in Flash so I couldn't machine translate. But it really looks like the client's asking people to throw their cardboard onto the street. Which is terrible. Because it rains and gets wet. And the council complains about rubbish. And I'm hoping I'm missing something here. Because otherwise this is bad.

Activity Score 4199
luispedromendezb's picture

I think the idea is quite clear: The homeless pickup stray carton cardboards dumped by the TG and use them as cots and sheets and they are happy doing that. Now the brand points out that if the TG consciously tries to help then the homeless will really be better-off.

Activity Score 104
CuriousPencil's picture

Ah okay, thanks. I did see the follow-up spot explaining it, and it mentioned that they had online donations too. I would've thought this would be a good *starting point* for a campaign - telling people that giving away something they don't need is One thing, but donating is a Better thing. Still, something's better than nothing I guess. Cheers for the explanation luis.

Activity Score 4199
luispedromendezb's picture

You're welcome. I don't mean to intrude or offend, I couldn't help but notice that almost every ad on aotw in the past few months has one or more of your comments. How do you find the time to do that and why do you do make it a point to comment on the ads here?

Activity Score 104
CuriousPencil's picture

I make the time to do it luis. Because I work in this industry and enjoy the company of my peers. Plus, as a copywriter, I specifically value the work of other copywriters, seeing the way they dance with words, or not; and since my 26-letter career has given me a frightening typing speed, it doesn't take that much time. As you can see from many of the comments my fingers have blurted out before my brain's done thinking.

I only found out about aotw 5 months ago. I make a point now to point myself here regularly, because I think everyone in advertising owes it to themselves and their clients to a) see what's being done and not copy it purposely and b) see what's *been* done and not copy it accidentally. There's an alphabet of reasons really but mostly it's advertising and the people who work here. Might be an idea to open a thread in another forum for this really, rather than pollute an ad critique with flowery blah.

Activity Score 4199
riyelam's picture

Thanks CP for being such a helping hand for learners like us. @Luis : I think either I'm too busy to post a comment or I'm free to post comments like CP. So we should comment something contractive like CP or should not comment craps like "Good idea", " Bad idea", "jajajajajajaj bad", etc etc.

Activity Score 366
Graphic Designer at Linc Pen & Plastics Limited
abake's picture

Something's getting lost in translation here...
I think luis is right, but the line isn't really that clear.

Activity Score 1262
RMG Connect Colombia
beewood's picture

Maybe the line should be "Without realizing it, you're giving the homeless a "false" opportunity (or false hope). There's a better way to really help."

Activity Score 94
Art Director
kleenex's picture

nice idea.

Activity Score 58777
Web Designer/Developer
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