Agency Network: 
October 2010


Note: A wordplay is employed in the slogan based on the fact that in Slovak, the word cancer (rakovina) contains the word fault (vina).

Print advertisement created by Sofian, Slovakia for League against cancer, within the category: Public Interest, NGO.


Alcohol? It will be your fault!

Advertising Agency: Sofian, Bratislava, Slovakia
Creative Director: T. Eliot Rostas
Art Directors: Marek Repka, Ivan Galanský
Copywriter: T. Eliot Rostas
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AmOgodzzz's picture

I like the art direction on these, but the line and the general concept are very preachy. Get off your high horse, League Against Cancer. Also, blaming cancer on the person who has it is pretty heartless and counterproductive.

I feel like they should take the idea all the way:

"Breathing in a large, polluted metropolitan area? It will be your fault."

"Eating produce that may or may not have been treated with pesticides? It will be your fault."

"Have a pair or breasts or testicles? It will be your fault."

Stupid and offensive campaign.

Activity Score 824
Copywriter at School of Visual Arts
Guest's picture

worst idea ever. the only one it works for is smoking...barely. OFFENSIVE OFFENSIVE.

Dzsoi's picture

I agree. This ad is bad on more levels than Empire State Building had. Preachy, offensive, heartless, unfair, using mostly habits or lack of habits not directly connected to cancer (like obesity - rather cardiovascular diseases, but not cancer; doing no excercises - what cancer is that?!; and wine???? one glass of red wine a day is healthier than NOT having a glass of red wine) etc.

Activity Score 8557
Copywriter at Brightly
Hibon's picture

Simple nice clever idea.Just to remind people: "A wordplay is employed in the slogan based on the fact that in Slovak, the word cancer (rakovina) contains the word fault (vina)"

Activity Score 3734

Simple ideas are the best !

HappyHour's picture

clever idea???!! it's a meaningless wordplay! the Slovakian word for cancer could contain the word potato for all i care, it doesn't mean you should base a campaign on it.

Activity Score 2381
shutupandgrind's picture

Very forced. Doesn't work for me.

Activity Score 27
Berghs School of Communication/The Academy of Art
Guest's picture

Strong and Impressive.

Guest's picture

Briliant idea, awesome art direction.

Roger Keynes's picture

Working in a big wine brand state I'm over THAT metaphor.
Anyway... I thought wine, particularly red wine, was actually good for you.
But I looooove that fabic.

Roger Keynes
Activity Score 5498
Copywriter |

The Jobless Writer
Will Think for Salary

AssassinX's picture

The corkscrew looks like a Pharaoh mummy. Quite funny.

However I really dont like the strapline cos it sounds so boring, rude and didactic.
Maybe the translation is not 100% right.

Activity Score 1329
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