Agency Network: 
March 2012
People are Fragile / City of Vancouver:  Pedestrian


Print advertisement created by Hot Tomali, Canada for People are Fragile, within the category: Public Interest, NGO.


People are fragile
Always cross at intersections

Advertising Agency: Hot Tomali, Vancouver, Canada
Creative Director: Thomas Stringham
Art Director: Scott Maddox
Copywriter: Scott Maddox
Graphic Designer: Davinder Deo
Client Team Directors: Alex Russell, Mairi Welman
Graphic Designer: Wells Stringham
Agency Producer: Juliana Hendriks
Producer: Sean Frith
Production Company: The Orange Apple
Graphic Designers: Davinder Deo, Wells Stringham
Photographer: Philip Jarmain
Retoucher: Paul Lang
Account Manager: Kyle Stewart
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everartz's picture

so this is how canada looks, lots of fragile people that are not caring for intersection crossing... what a crazy world...
and photo retouching isnt at its best, black is very strong.

Activity Score 7613
Art Director |

| everartz |

Ramat Ajala's picture


Ramat Ajala
Activity Score 800
Wordfruit's picture

I reckon the word 'you' or 'your' brings people's minds to themselves more readily than does the word 'people'. With 'people' there's a jump the mind has to make before it gets to him/herself.

So for ads promoting safety of pedestrians:

The phrase "People are fragile" sounds like it might work as an appeal to drivers, maybe less so to pedestrians.

Drivers need to look out for pedestrians = 'them' 'those people out there'.

Pedestrians need to look out for themselves - so I'd be looking for a phrase with 'you' or 'your' in it for the attention of pedestrians.

...but in saying that I might not be properly taking into account overall usage needs of the tagline. So maybe you have it best as it is.

Activity Score 1023
CuriousPencil's picture

Totally with your reasoning on this: if it's an appeal to Me as a pedestrian, I'd rather be talked *to* than *about* -- no third-person speech is going to engage me - when I read the copy, I immediately launch into the mind of the driver, and feel ignored as a pedestrian, the supposed subject of the piece.

Activity Score 4225
dean viii's picture

oh, please.

dean viii
Activity Score 1686
Creative Director
kleenex's picture

a no on the figures.

Activity Score 58791
Web Designer/Developer
MicheleVirgilio's picture

not so good

Activity Score 2617
CuriousPencil's picture

None of the 'people' here look Real, never mind Fragile.
None of the ads here are talking To the People, they're reinforcing the thoughts of the drivers about careless crossers and jaywalkers.
None of the ads engage the supposed subject of all of the ads.
None of the ads effectively show what is meant by 'fragile'.

None of the ads work.

Activity Score 4225
dean viii's picture


dean viii
Activity Score 1686
Creative Director
CuriousPencil's picture

Well argued.

Activity Score 4225
dean viii's picture

Forget what the others are saying here. It's the most idiotic thinking I've ever heard. The real problems are 1) you're not telling me anything new, 2) The contrast of the figure doesn't match the photo. I do think the contrast of the photo is right – it looks more real by being average.

dean viii
Activity Score 1686
Creative Director
gustavoabrilL's picture

DONE many many times

Activity Score 871
Art Director at Ogilvy Guatemala
donetodeath's picture

if you're going for fragile, go for something more apparent, go for glass people, ice people.
these china figures just doesn't stand out.
i've personally done this already, so no no for me

Activity Score 72
bates asia hongkong
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