Agency Network: 
September 2010
Crime Stoppers:  Speak


Print advertisement created by Target, Canada for Crime Stoppers, within the category: Public Interest, NGO.


Use your real voice. Anonymity guaranteed.

Advertising Agency: Target, St. John's, NL, Canada
Creative Group Head: Jenny Smith
Creative Director: Tom Murphy
Art Director: Dax Fullbrook
Copywriter: Victoria Ward
Photographer: James Ingram
Account Executive: Alaina Kent
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Billoughsby's picture

I give this series points for one reason: They dare to attempt whimsy in a genre that is characterized, almost to an ad, by a stereotypical "gritty" or "street" approach.

Activity Score 5154
Art Director |

That's it.

atb2005's picture

Using whimsy in this genre is like using whimsy in that ad about anorexia (with only one guy carrying the coffin). I think it just doesn't work. It also looks like a campaign for some toymaker. That said, it does not have to follow the old trite gritty or street approach.

Activity Score 13547
Billoughsby's picture

I won't go to the mat for this because it simply isn't that special. But I nearly always appreciate departures from what's expected. That's what makes people who aren't in advertising look at an ad, and making someone look is half the battle.

What's bad practice to us isn't always bad for communicating with the public. (It's like AD's I know who go nuts over "tangents" in photos. -- Bothers them, and virtually no member of the general public.)

I think the analogy between anorexia (a negative) and an anonymous tip line (a positive) is extreme, and misses the point. There is room for whimsy in one more than the other IMO.


Activity Score 5154
Art Director |

That's it.

atb2005's picture

Reporting a crime is an issue just as serious and important as anorexia. That was my point. I wasn't thinking along the lines of negative (illness) vs. positive (tip line).

Activity Score 13547
AdsofChina's picture

It's ok, nothing special but certainly strong and meaningful visual.

Activity Score 99
Marketing Manager at 23red |

Ads of China // 中国广告

jackmancer2017's picture


Anonymous Author's picture

Fair to middling. Extra points for advancing the cause of Anonymity in this celebrity-riddled world.

Anonymous Author
Activity Score 1541

Write a wise saying and your name will live forever – Anonymous.


bobby666's picture

not powerful enough for something like reporting crime.

Activity Score 1462
RMG Connect, India
Guest's picture

If you've never had to report a crime, it would be hard to make the connection on how important vocal recognition can seem.

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