Description
Print advertisement created by JWT, Argentina for Salvation Army, within the category: Public Interest, NGO.
They are not just homeless. Anything you can donate won't be anything.
Creative Directors: Gonzalo Vecino, Pablo Alvarez Travieso
Art Director: Guido Fusetti
Copywriter: Juan Cruz Vassallo
Good campaign.
.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.
I think it would have made more sense if there were a bunch cardboard boxes, piled up in one corner, with the words home, pants, shirts, shoes etc. roughly painted on each box..
Good art work tho!
They aim very high. I like it, but than again you loose lot of audience that have short attention disorder.
THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL
"Anything you can donate won't be anything."
Translation?
That's it.
My dear friend,
Anything you can donate - i.e. blankets, gloves, sweaters, raincoats, mattress etc, are things that
(since you're reading this text, warm and dry in front of your screen - with food in the fridge)
become central to the recipient's life.
in short - anything is VERY MUCH something.
THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL
I like the idea (they are not just homeless, but also pants-less, shoe-less, etc), but I don't think the art direction is working.
The copy doesn't really work for me in english either. I'm guessing it's "cualquier cosa" which was translated as "anything", but it doesn't give off the same meaning in english.
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