Agency Network: 
February 2011
Coop:  Trojan
Coop Print Ad -  Trojan


Trojan horse as a symbol of the trick on how the medicinal instruments and machines could get into hospital where they will fight the diseases and disorders.

Print advertisement created by Jandl, Slovakia for Coop, within the category: Retail Services.


Help us win where needed
Your 2% tax deduction will help to get modern devices into hospitals

Advertising Agency: Jandl, Bratislava, Slovakia
Creative Director: Pavel Fuksa
Art Director: Matus Nemcik
Copywriter: Adam Rovny
Photographer: Jan Rambousek
3D: Playground
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Highest Rated

QuentinFachon's picture

Totally agreed...

Activity Score 23
YJ's picture

Cool art direction and execution, but the concept is escaping me. Why a trojan horse?

Activity Score 376
Art Director
abake's picture

It doesn't make much sense to me... the Trojan Horse was a ruse to fool the enemy, it seems like the wrong analogy to use here.

Activity Score 1262
RMG Connect Colombia
Boxey's picture

Points for creative effort on a healthcare account, but I agree with YJ and abake.

Activity Score 8879
Melaleuca In-House
CommandZ's picture

Another voice joins the choir. A Trojan horse always denotes a negative connotation. I don't see the logic in using it here. Nice art direction though.

Activity Score 2515
Creative Director
QuentinFachon's picture

Totally agreed...

Activity Score 23
jatoba's picture

Grande execução, mas o Cavalo de Tróia é um mau presente, um truque, uma trapaça. Acho que isso vai contra o que o conceito quis passar... Obrigado!

Activity Score 32
Art Director
giulio frittaion's picture


giulio frittaion
Activity Score 46
Creative Director at Fab / La Fabbrica Creativa
thedesignaddict's picture

Without the benefit of the Trojan Horse explanation below the post, I would have no idea what I am looking at.

Photography: 7/10
Art Direction: 2/10
Copy: 1/10

Activity Score 5403
Art Director at Freelance
Billoughsby's picture

I believe trying to get the reader to feel that they are co-conspirators with the charity in 'putting one over on' a bureaucratic system -- for good -- was the idea. And it could have worked.. Just not sure the art here is best for that.

Activity Score 5160
Art Director |

That's it.

atb2005's picture

I agree. Maybe that's why the copy says "help us WIN". And if that's really the case, then the art, imo, does work.

Activity Score 13557
Billoughsby's picture

Yeah. We 'got it' right away, too. It's growing on me. Too much fault-finding zeal, I guess. :)

Activity Score 5160
Art Director |

That's it.

TommyO's picture

I didn't get the horse thing.

Activity Score 1866
Copywriter |

That's me!

freakart's picture

I think the idea is to, vote for that tax deduction thing, so they can get the money. So the trojan horse is for the law, that lets them get the goods. Trojan horse is the tax deduction, taht brings benefits. Ok this has gone totally wrong, trojan horse brings only bad things.

Activity Score 534
grapphic design / advertising |


Creativity! | Twitter

Billoughsby's picture

IMO: Whether it brings bad things depends on whether you're Greek or Trojan. The ad asks us to" be Greek" if only long enough to smuggle something good into the system.

Activity Score 5160
Art Director |

That's it.

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