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Book Donation, Little Red Riding Hood

Campaign
Agency Network: 
Published/Aired: 
February 2012
SÓ AÇÃO:  Book Donation, Little Red Riding Hood

Description

Print advertisement created by Paz, Brazil for SÓ AÇÃO, within the category: Public Interest, NGO.

Caption

Don't throw out your books. Donate them.

Advertising Agency: Paz Comunicação Estratégica, São Paulo, Brazil
Creative Director: Leonardo Parnes
Art Director: Marcelo Maciel
Copywriter: Leonardo Parnes
Illustrator: Casa do Pixel
Planner: Einhart Jácome da Paz
Executive Account: Alexandra Raffa
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kleenex's picture

THREE WINNERS!!!!

kleenex
Activity Score 58667
Web Designer/Developer
Ramat Ajala's picture

Execution: 9
Idea: 7

Ramat Ajala
Activity Score 800
jackmancer2017's picture

I don't like it. For me there's no incentive. Besides - is this really a problem? I can scarcely believe it.

jackmancer2017
Activity Score 6992
Copywriter at Editor/Student
observant vicky's picture

just a good piece of art nothing else.

observant vicky
Activity Score 194
Copywriter
pierrelastname's picture

i like!

pierrelastname
Activity Score 2869
Copywriter
Hadrons's picture

"Little red riding hood is homeless"
What a guilt trip!
If they were Jewish I would understand where it was coming from..
But these ads 'plant guilt' into people for not donating their books and throwing them out instead- that doesn't make the other side read them or appreciate what literature is all about. (they'll end up throwing them as well)
So, for me, the entire guilt campaign is a failure.

Hadrons
Activity Score 6064

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

MK-tessa's picture

Agree with everyone else. Just good art lack of a concept. Seems like a first thought. (5 stars for the good art)

MK-tessa
Activity Score 216
Art Director at student
CuriousPencil's picture

Maybe it's lost in translation so, benefit of the doubt. If not, all they had to do was say "Give books a good home."

CuriousPencil
Activity Score 4225
Copywriter
mertos's picture

ok

mertos
Activity Score 904
Creative Director
CuriousPencil's picture

I am almost torn asunder by your insightful remarks; if I could re-engineer your mindset or keyboard to such ends that every time I see a comment I make somehow bookended by "ok" with your stamp on, why, I may be almost comedic in my helium proclivity, lighthearted almost!

What say you, that every time you 'ok' an effort from one of these advertising community, that it is a sock donation, to the unfortunate community of opinion-less scared people. Unlike us, me and thee, who can express ourselves further than two fingers eyes-closed on your right hand, say.

CuriousPencil
Activity Score 4225
Copywriter
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