Agency Network: 
Published/Aired: 
December 2011
Fundacion Padre Hurtado:  Drunk

Description

Print advertisement created by Y&R, Chile for Fundacion Padre Hurtado, within the category: Public Interest, NGO.

Caption

You're the key

Advertising Agency: Prolam Y&R, Santiago, Chile
Executive Creative Directors: Alvaro Becker, Francisco Cavada
Art Director: Sergio Araya
Head of Art: Emerson Navarrete
Illustrator: Gonzalo Arevalo
Log in or register to post comments
jackmancer2017's picture

Whilst I really love the 'You are the key', I'm a bit puzzled. Does this speak to parents? Does it speak about parents even?

jackmancer2017
Activity Score 6992
Copywriter at Editor/Student
kleenex's picture

I say all the ads are supposed to speak to the parents, but I do not feel it is doing the best of all jobs doing it.

kleenex
Activity Score 58777
Web Designer/Developer
zenozeno's picture

I think instead of speaking to parents directly, by having the part where it says "You are the Key" positioned directly to the audience, it transforms the person viewing the ad (regardless if they're a parent or not) as a person empowered to take action and help the kid out.

zenozeno
Activity Score 17
Hadrons's picture

Excellent campaign - as well as important. I like the concept.

Hadrons
Activity Score 6056

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

Nike Diesel's picture

A very strong and durable concept. And one hell of a line. Pure love for the artwork and layout.
And, I would love to see this in other media.

Nike Diesel
Activity Score 13708
Art Director
Billoughsby's picture

Agree with Hadrons and Nike.

This packs a terrific emotional wallop.

Billoughsby
Activity Score 5154
Art Director |

That's it.

Ramat Ajala's picture

Very good concept, but visualization not new:
http://adsoftheworld.com/media/print/olympus_e3_jaguar?size=_original

Ramat Ajala
Activity Score 800
Nike Diesel's picture

Damn! Excellent memory :)
You are right IMO. EXCEPT, here the visual is the other way around. Which IMO makes all the difference.

Nike Diesel
Activity Score 13708
Art Director
Billoughsby's picture

+10 to Nike's point

Billoughsby
Activity Score 5154
Art Director |

That's it.

Hadrons's picture

I just saw you comment, and although some time passed, i have to say for the record: It is not the same!!!.

In the Olympus ad, the beast, the predator, is within (and can get out if you look at the 'lens'), and that is exactly the selling point.

Here the victim, the prey, is in the cage - and the observer (it may very well be you) - witness the violence, the preditor - you have the key to help.

Hadrons
Activity Score 6056

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

Nike Diesel's picture

Visually it's the same, so you're kinda wrong. But the meaning of both visuals is different.

And IMO you also got the meaning of the visual wrong. : "... the predator is within (and can get out if you look at the 'lens'), ...
It's rather to capture or incarcerate something, in/on your camera.

Nike Diesel
Activity Score 13708
Art Director
Hadrons's picture

Let's agree to disagree.

:-)

Hadrons
Activity Score 6056

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

Nike Diesel's picture

Good argument...

Nike Diesel
Activity Score 13708
Art Director
Billoughsby's picture

Edit: What she said ^

Billoughsby
Activity Score 5154
Art Director |

That's it.

andylefty's picture

Great visuals and line.

andylefty
Activity Score 4531
Graphic Designer at Central Saint Martins College of Art and Design
馬善好's picture

wow

馬善好
Activity Score 25
Creative Director at China
NicoCiego's picture

Awesome campaign , I hope the print ads reaches its target.
Best of luck to the foundation.

NicoCiego
Activity Score 1031
Art Director at Quezon City Philippines
saya's picture

i lik the copy and installation: really awesome art direction!

saya
Activity Score 356
Art Director at Madras Brand Solutions
jotabjunior's picture

perfeito.

jotabjunior
Activity Score 42
Art Director
MicheleVirgilio's picture

Very good campaign. Hard concept, clean message and very nice art work. congrats.

MicheleVirgilio
Activity Score 2617
CommandZ's picture

Very impactful. Would love to see this in other media.

CommandZ
Activity Score 2515
Creative Director
allan080i's picture

Esta Increíble!!!!! +10000

allan080i
Activity Score 121
Creative Director at Jotabequ Grey |

http://www.behance.net/allanjimenez

Milan Solanki's picture

nice

Milan Solanki
Activity Score 996
Copywriter at Purple Phase Communications
Sha D MOstafa's picture

nice work i like it

Sha D MOstafa
Activity Score 6
Copywriter at egypt
guidobarna's picture

Nice concept, nice art

guidobarna
Activity Score 36
Art Director at Freelance
stickynotes's picture

great art. love it.

stickynotes
Activity Score 1094
Roger Keynes's picture

Interesting but a tad esoteric, I would have thought.

Especially talking to the younger market.

Responsible drinking ads are far more hard hitting in Australia.

Roger Keynes
Activity Score 5496
Copywriter |

The Jobless Writer
Will Think for Salary

Calliroe's picture

Something feels wrong.
The concept's good and I can sense what they were trying to say.
I'm not fully convinced though.

Calliroe
Activity Score 6
guto_soares's picture

I really enjoyed.

It had been a long time since I saw a campaign as creative as that for a subject so often traversed.

The art direction is perfect. Well executed, made the idea more than clear, well-chosen location and casting.

Concept and message as good as well.

Congratulations.

guto_soares
Activity Score 107
LaBrand's picture

This ad totally nails it! It's excellent

LaBrand
Activity Score 56
Graphic Designer |

Life's Beautiful!

Ammar Khan's picture

excellent

Ammar Khan
Activity Score 102
Art Director at Instuite
CuriousPencil's picture

Floored, totally and entirely hammered, and while I'm making drunk jokes...

It is humbling to see a campaign that can wrap itself around a cliche: 'you are the key' until about 2 minutes ago sat in my mind with 'new horizon' and 'next generation' as a horrible tired old thing. I am just grinning and nodding and happy and delighted to see old words mean new things, totally in approval of this: the care in this campaign, in photography, in the maquettes, everything, I really want to shake hands on this, nothing, nothing but great, I wish you and your clients and their people and... everything, an excellent well.

CuriousPencil
Activity Score 4199
Copywriter
Andrés Celedón's picture

awesome! This is real insight

Andrés Celedón
Activity Score 18
Universidad Andrés Bello
alaaelalfi's picture

Great art direction and concept as well .. Nice

alaaelalfi
Activity Score 40
Art Director at UPS
backpunch's picture

an absolutely brilliant campaign, kind of an eye opener

backpunch
Activity Score 28
backpunch's picture

an absolutely brilliant campaign, kind of an eye opener

backpunch
Activity Score 28
Advertisement
Featured Content

Latest Collections

Advertisement