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Jail

Campaign
Agency Network: 
Published/Aired: 
February 2008
Etna:  Jail
Etna Print Ad -  Jail

Also From This Campaign 2

Description

Print advertisement created by Lowe, Brazil for Etna, within the category: House, Garden.

Advertising Agency: Borghierh/Lowe, Sao Paolo, Brazil
Creative Directors: Jose Henrique Borghie, Erh Ray, Edgard Gianesi
Art Director: Piu Afonseca
Copywriter: Pedro Corbett
Photographer: Paulo Risi
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Mezooo's picture

i know it's supposed to be a jail...
the jail windows is hidden and this ambient is not really pleasant...

Mezooo
Activity Score 174
Gießen/Germany
seba-romero's picture

Yeah, it IS a jail. Sadly we have actual criminals living like this here in argentina. Well... it really happens all over the world...

seba-romero
Activity Score 37
Graphic Designer at Newton Comunicación
NatalieM's picture

Unfortunately, there's a great idea here, but it's not obvious enough. Also, "ambient" is misused. The word should be "ambience."

NatalieM
Activity Score 1685
Topolewski |

-Natalie
http://www.nataliemarion.com

Flurb's picture

Nice idea. What kills it for me is the line. It's not proper English. Ambient is an adjective not a noun.

ATTENTION ALL NON-ENGLISH AGENCIES: For a small fee, you can have a professional English speaking copywriter edit your translated copy. Simply send it to k_ro232323@hotmail.com and within 48 hours you will have perfectly correct English copy ready to insert into your ad.

I wish. If the countless agencies that need such a service would actually use it, I could retire young.

Flurb
Activity Score 263
Creative Director
Adaddicted's picture

Translation service at AoTW.... ; )
South American agencies would be obliged!

Adaddicted
Activity Score 3435
Art Director |

withalltherespects

ironcity's picture

totally agree with Flurb. as a native english speaker i see so many really nice campaigns on this site which people worked very hard on, but the line is either lost in translation or simply doesn't make sense. the time spent on working out a concept and then executing it is lengthy, and for your peers to truly appreciate your work they have to understand it... so take the 48 extra hours and and send it to Flurb!

ironcity
Activity Score 55
Art Director
Bárbara Guilherme's picture

So, the correct translation would be "any place"?

Bárbara Guilherme
Activity Score 38
Flurb's picture

"Any place gets..." could work. But I would opt for something more like "Any living space..." or "Any room..." or even "Any environment". Any one of these would work better than "Any ambient..."

Flurb
Activity Score 263
Creative Director
Bárbara Guilherme's picture

Ok, I got it! And when do I use "ambient"?

Bárbara Guilherme
Activity Score 38
Flurb's picture

Synonyms to "ambient" include "surrounding" or "encircling". It can be used as follows: The tape recorder picked up too many ambient sounds. Hope that helps.

Flurb
Activity Score 263
Creative Director
Flurb's picture

Synonyms of "ambient" include "surrounding" or "encircling". It can be used as follows: The tape recorder picked up too many ambient sounds. Hope that helps.

Flurb
Activity Score 263
Creative Director
Bárbara Guilherme's picture

Thank you to emprove my poor English!

Bárbara Guilherme
Activity Score 38
chunkylover's picture

If I was 70 and wanted to have my house full of clutter, this would be my environment.

Also, better photoshop skills on the left wall wouldn't hurt

chunkylover
Activity Score 51

one day... for now just work for it

wickedcheese's picture

When my eyes finally noticed the jail cell windows right there, I was going "OHHH MAN!"
Anyone wanna go to jail with me? Hehe.

wickedcheese
Activity Score 84
Graphic Designer at Plum Ideas
ironcity's picture

totally agree with Flurb. as a native english speaker i see so many really nice campaigns on this site which people worked very hard on, but the line is either lost in translation or simply doesn't make sense. the time spent on working out a concept and then executing it is lengthy, and for your peers to truly appreciate your work they have to understand it... so take the 48 extra hours and and send it to Flurb!

ironcity
Activity Score 55
Art Director
Frits Harkema's picture

This is really good! You never want to leave the house! What and original idea!

Frits Harkema
Activity Score 713
Antwerpen
XL's picture

Take away the title. Would you still get it? I didn't. There are actually homes that have window bars like that, so nothing about that image said "jail" to me. Except the title. We need to either get rid of the titles or make them more generic (for example, this one could have been called "Ambient 1" or something.)

Remember, the consumer viewing audience doesn't have the advantage of seeing a title on the ad, nor should we. People rely too heavily on it. If the ad doesn't make sense without a title, it shouldn't be presented.

XL
Activity Score 214
Satria280471's picture

Agree! There's no law on restricting people for using window with bars like that. If this really wants to represent jail, a barb-wired fence on the outside would a nice addition.

Satria280471
Activity Score 48
Lecturer/ teacher in multimedia |

Idea is fragile

CR_AD's picture

On this campaign I have a preference for the Sewer because it is more evident, then I find the nice idea, but, a young but all the same, I would have can be nevertheless left one or two elements in every decoration, kind as piping for sewers and can be one bed of prison for the other one, the inconvenience is that the campaign becomes more evident but it is an advantage also if we recherhce the other thing than a price !

www.coupsdepub.com

CR_AD
Activity Score 413
Other
samuelcarlos's picture

It looks like it smells of mothballs.

samuelcarlos
Activity Score 110
Art Director
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