Friends

Campaign
Agency Network: 
Published/Aired: 
December 2010
Boy Scouts:  Friends

Description

Print advertisement created by Target, Canada for Boy Scouts, within the category: Recreation, Leisure.

Caption

Help menu? It's called friends.

Advertising Agency: Target, St. John's, Newfoundland, Canada
Creative Director: Tom Murphy
Creative Group Head: Jenny Smith
Art Director: Bruce Hamilton
Copywriter: Jim Francis
Log in to post comments

Highest Rated

durand_o's picture

Why wouldn't they have them all smiling? lol

durand_o
Activity Score 13
Web Designer/Developer at Mesh Media Marketing
gioborde's picture

I understand the strategy here, but the execution is too flat. Not appealing at all.

gioborde
Activity Score 1385
Art Director at LEO BURNETT |

GiBo

CuriousPencil's picture

Agreed. They seem to be trying to draw kids away from computers and into the world of real-life interaction. This severely outdated view of computers as the enemy of growth is embarassingly conservative. Quite cringe-making for an agency to go along with this, or propose it. And they missed an opportunity by saying 'friends' instead of 'fellow scouts' or whatever the terminology is. Shame.

CuriousPencil
Activity Score 4199
Copywriter
luispiter's picture

i dont like... the idea??

luispiter
Activity Score 2756
comunication
mdb1974's picture

The girl is photoshopped in. Poorly. Think the campaign will impact parents though. It's not brilliant but it addresses a felt need.

mdb1974
Activity Score 411
Art Director
shahidali's picture

Excellent observation on imposing the girl. Wonder whether they used stock photo (!!!) for such a campaign.

shahidali
Activity Score 4065
Dhaka, Bangladesh |

shahid

jackblack's picture

Horrible photography. Interesting concept direction.

jackblack
Activity Score 2366
Art Director
Sdb's picture

The copy could have been better!

Sdb
Activity Score 1362
Copywriter at Working as an intern with O & M, Kolkata for 6 months
Stayzk8's picture

was that a girl??? I thought she's one of the boys...I didn't notice 'til someone above mentioned it...well it's not strong enough...nothing..

Stayzk8
Activity Score 67
Philippine Women's University
durand_o's picture

Why wouldn't they have them all smiling? lol

durand_o
Activity Score 13
Web Designer/Developer at Mesh Media Marketing
Advertisement
Featured Content

Latest Collections

Advertisement