Description
Print advertisement created by Leo Burnett, Canada for Raising The Roof, within the category: Public Interest, NGO.
Chief Creative Officer: Judy John
Creative Directors: Judy John, Lisa Greenberg
Art Director: Anthony Chelvanathan
Copywriter: Steve Persico
Planners: Brent Nelsen, Ian Westworth
Art Buyer: Leila Courey
Photographer: Frank Hodel
Print Producers: Gladys Bachand, Kim Burchiel
Account Director: Natasha Dagenais
Anyone who has already decided that old-school advertising is dead, that the distinctive copy-driven style has come and gone, needs to look at Raising The Roof to be proven dead wrong.
The body copy contradicts the headline. In the headline, it says you see lots of things in the potato, but only one thing in the homeless youth: a homeless youth. Then in the body copy it says you look at the homeless youth and see an addict, troublemaker or panhandler. Which is it?
If this is for a food magazine or for chefs, then I think it might work.
Even for people who tend to cook quite a bit, maybe.
It does get the idea across.
But I don't think it would really ring true broadly enough. Even if it's for an audience of people you believe are creative (but not chefs).
Wordfruit Copywriting Blog // Wordfruit Copywriters -- Richard's profile
Great!
@ Wordfruit
I'm not a chef, and despite seeing just a potato, i get it. The line says it all.
Copy gave me goose bumps. That tells me the copy's hit the target.
Me.
And I'm not a chef.
#OverRationalizingKillsConcept.
When it comes to homeless youth, you can barbecue it, boil it, broil it, bake it, saute it. There's, homeless youth kabobs, homeless youth creole, homeless youth gumbo. Pan fried, deep fried, stir-fried. There's pineapple homeless youth, lemon homeless youth, coconut homeless youth, pepper homeless youth, homeless youth soup, homeless youth stew, homeless youth salad, homeless youth and potatoes, homeless youth burger, homeless youth sandwich. That's about it.
great approach, great copy, but I like the one with the chair the most and I would like to see if the whole campaign played on word "POTENTIAL" like in the chair ad
I'm so not voting for you, Pedro. lol
Great copy. I don't even think you need all the body copy. Just the headline and the tag still convey the strong message and the CTA.
How can you think the copy is great if you think 80% of it is unnecessary?
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