Agency Network: 
March 2010
Fundación Par:  Penguin


Print advertisement created by McCann, Argentina for Fundación Par, within the category: Public Interest, NGO.


People with disabilities are not so hot in the news as Penguins,
but they also need your help.
Fundación Par. Equal ability, equal opportunity.

Advertising Agency: Mccann Erickson Argentina
Chief Creative Director: Sebastián Castañeda
Creative Director: Pancho Esposito
Art Director: Nacho Coste
Copywriter: Pancho Esposito
Account Manager: Victoria Ortelli
Illustrator: Hernán Sanchez
Photographer: Julieta García Vazquez
Technical Artist: Leandro Sivori
Additional credits: Cosme Argerich (Rancho Producciones)
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R U serious's picture

Putting a blind man in this ridiculous suit doesn't make any hotter.

R U serious
Activity Score 418

Say my name, say my name...

royschellekens's picture

This probably is the first time he is happy not knowing what he looks like ;-)


Activity Score 390
Art Director at Art Director |

Hate advertising? Make better ads.

bknowlden's picture

Lovely ad, although the copy isn't as pretty as it could be.

Activity Score 3647
Art Director |


atb2005's picture

Interesting approach.

Activity Score 13557
Adaddicted's picture

shortest comment so far ; )

Activity Score 3435
Art Director |


atb2005's picture


Per your request (?), I am going to say more.

Why the funny costume? To show that a person with disabilities has to be somehow transformed into an animal in order to get some attention. So they used a costume. This is not intended to be funny, and I personally don't find it funny. It's quite ironic actually.

I think the copy is ok; don't see how it cheapens the campaign. Hot in the news means just getting plenty of media attention. There's nothing wrong with the word "hot" here.

I think someone mentioned something about typography. The font used for people is a little too fancy or cutsie. Agreed.

I said it was an interesting approach because most campaigns, that deal with this subject, seem to be identical in terms of art execution. Maybe in Argentina, animals do get a lot of attention. I can't tell. I've never even been to Argentina.

Activity Score 13557
art.vs.commerce's picture

Don't write an ad in english if you can't. It cheapens your idea. Nice idea. bad english.

Activity Score 566
Art Director
Hiperion's picture

It´s necessary the suit??
cheap way of looking for laugh

Activity Score 3138
Creative Director at zinkproject Valencia
tirthomitro's picture

why the "disguise"???

Activity Score 2758
Creative Director at Grey Global, India |

they showed me a picture & i laughed
dignity has never been photographed

whatthefudge's picture

Hmm, like the approach, but the copy is far from good and so is the typography.

Activity Score 1266
Adaddicted's picture

not a fan of this one

Activity Score 3435
Art Director |


gon_enelcamino's picture

el copy es muchiiiiiisimo mejor en castellano
el "empetrolado" es clave

Activity Score 838
aaaron's picture

I like the approach! Good idea and execution...

Activity Score 103
Art Director
dsklan's picture

like it!

Activity Score 1926
Art Director at homeshop
xcreativity's picture

like the approach!

Activity Score 2374

=== Looking for concept/art creative to form a team to work in independent advertising projects. ===

Alexandre Brito
Personal Page | Blog |

shitmonk's picture

tomorrow i will prolly forget about this half joking half serious, somehow confused idea and image. but i will never forget this one:

- this funny ad compares animals to disabled people, copy says they need attention too. so as the amazing not disabled people of the world we are complete arrogant bastards and we care bout penguins (or the media cares about penguins) more than disabled people. i see this ad like an insult to the disabled.
- the paraolympics one dares to show us -without lame humour- that everybody has some advantages and disadvantages, it's who you are what makes you, you are not your missing leg and by doing this they remind us that disabled are people like anyone of us, they are not some another kind that need our tender help, we must value them, not pity them.

Activity Score 465
atb2005's picture

You are right that the Paralympic campaign is superior; I'd even call it iconic. It's very similar, however, to Nike's "It's ok to stare" campaign, which, for some reason, is very hard to find on the web. And yes, this new campaign is probably a bit on the "light" side" (I still don't find it funny). But at least it's a different take on this subject. No one is implying that non disabled people are "complete arrogant bastards", but I've come across many stories of individuals donating millions of dollars to their favorite pets (I know they are talking about penguins here, not pets, but still). So the campaign is just a sad ironic commentary on reality. Finally, "help" doesn't have to mean "pity", "sympathy", etc. Help could also mean establishment of, say, different programs supporting the needs of people with disabilities.

Activity Score 13557
polar's picture

i'ts funny, the problem is that for people with disabilities could be offensive

Activity Score 28
Politecnico Grancolombiano
gonndo's picture

you're part right...

maybe at the other cases but, with this one in particular..........

How a blind person could be offended by something that it just can be "seen"

Just Imagine the scene:

"Hey mate, there's a blind dude in a poster, wearing a penguin costume and the poster said that people with disabilities need as much help as penguins..."



Maybe not...

Activity Score 1092
Copywriter |

Yes, my profile picture is my dog on my sister's bed, with a pillow and a blanket...

angieraj's picture

The copy is quite effective, turning attention from Penguins to people with disability is a nice approach.

I like how the Copy and the visual compliment itself so well.

Its not meant to be funny, its meant to draw attention which is why the costume is used int eh first place.

All in all nice one.

Activity Score 428
Turrino Advertising LLC |

Cognito Ergo Sum

Ed Rapport's picture

yeah i am the same. why the disguise, think its a bit overkill. I give the copy about a 7. Read entirely too long.. the ad is kind of forced some.

Ed Rapport
Activity Score 724
Copywriter at Bookshop Ads - Advertising Portfolio Workshop - Copywriting
smartbox's picture

Good job! nice photo and idea!

Activity Score 177
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