Agency Network: 
September 2010
Papakura District Council Print Ad -  School Photo


Print advertisement created by Ogilvy, New Zealand for Papakura District Council, within the category: Public Interest, NGO.

Advertising Agency: Ogilvy, Auckland, New Zealand
Group Heads: Martin Hermans, Richard Loseby
Executive Creative Director: Damon O'Leary
Art Director: Freddie Coltart
Copywriter: Matt Williams
Photographer: Meek
Retoucher: Adrian Fitzgerald
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Anonymous Author's picture

Strong community message, particularly if that is an actual victim. Kudos and condolences to family if so.

Anonymous Author
Activity Score 1541

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

atb2005's picture

I doubt that's an actual victim. The message would be even stronger if that was the case though. In any event, great ad!

Activity Score 13557
abake's picture

Great ad.

Activity Score 1262
RMG Connect Colombia
Roger Keynes's picture

Subtly unsettling. Job done.

Roger Keynes
Activity Score 5498
Copywriter |

The Jobless Writer
Will Think for Salary

mmackinven's picture

Nice, like :) Go Loseby!!!

Activity Score 1608
Art Director at Freelance |

jackmancer2017's picture

Lovely. Funny how he's the only one smiling =)

Lucylu's picture

Yes, that bit caught my eye too. A good effort.

Activity Score 109
Guest's picture

They get to wear sneakers at school awesome... I love the ad its great!

Guest's picture

Oh come on! It 's a dead kid among alive kids... very touching but where is the creativity???

bloomonkey's picture

I like the toning in the ad, it looks really bleak and sinister which I think adds to the impact.

Activity Score 99
Graphic Designer/Aberdeen Journals |

"Never try teaching a pig to sing, its a waste of time and annoys the pig" - Robert Heinlein

Elmārs Ārnieks's picture


Elmārs Ārnieks
Activity Score 840
home study |

Life is a joke. Laugh.

Psicowalrus's picture

no creativity at all.

Activity Score 13
Creative Director at Zanella Hnos.
Matt Tonkin's picture

How so? It's creative in that it makes you take a second to think it over before you completely understand it. It's creative because it doesn't specifically state the absent child died, it is implied by the line and the sad faces. Just because it is not "flashy" overall doesn't make it uncreative.

Matt Tonkin
Activity Score 168
Art Director at Northern Productions Inc.
F.Abboud's picture

@Psicowalrus; can you just give us a description of how would you do it more creatively please; thanks.

Activity Score 218
Libor Oubrecht's picture

Where is the idea?

Libor Oubrecht
Activity Score 309
atb2005's picture

It's right there in the photo

Activity Score 13557
elyoshiro's picture

Very nice,

Activity Score 546
Creative Director at Dir. Creativo Digital |

HappyHour's picture

at first glance thought it was an ad for improving schools (the kid not there is the only one smiling and happy). interesting thought here, I'm not sure if it's believable that this is the way a school would treat a class photo had one of the children died though...

Activity Score 2381
Roger Keynes's picture

oh ffs... if half you guys had stayed in school long enough to be in your own school/class photos... you'd know that any student that is away from school that day is still noted/included.

Roger Keynes
Activity Score 5498
Copywriter |

The Jobless Writer
Will Think for Salary

keithstoeckeler's picture

Very well communicated and great tone for a print ad.

Activity Score 425
silvi's picture

Shocking, strong message.

Activity Score 4172
thedesignaddict's picture

Effective + memorable.

Activity Score 5403
Art Director at Freelance
Guest's picture

Nice work

Guest's picture

As an auckland kiwi I have to say the grey dark tones really does remind me of Papakura.....

Great add :>

bobby666's picture

masterpiece of an ad. it really made me think twice and filled me with compassion. superb guys.

Activity Score 1460
RMG Connect, India
Guest's picture

Would have worked without the picture of the dead dude too. TAKE IT OFF! TAKE IT OFF!

Dzsoi's picture

Very strong, emotional and I love the straight, human tone of the copy. Good thinking, man!

Activity Score 8532
Copywriter at junior copywriter
Guest's picture

too literal?

babaonwww's picture

its really great... strong message.... memorable..... this ad will remind them when reach near school school I like it...
This is the creativity it can hold audience's heart.

Activity Score 26
Graphic Designer at DDB