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Penguin

Campaign
Agency Network: 
Published/Aired: 
January 2011

Description

Today FM briefed us to create an advertising campaign for 'ShaveOr Dye' The idea is that the presenters shave or dye their hair and in turn asklisteners to do the same to raise money for the Irish Cancer Society. Thecampaign we came up with highlights some of the unexpected dangers you mightencounter with a dyed or shaved head.

Print advertisement created by BBDO, Ireland for Today FM, within the category: Media.

Caption

Shave or dye 2011
Watch out for nesting penguins

Advertising Agency: Irish International BBDO, Dublin, Ireland
Creative Director: Dylan Cotter
Art Director: Kirk Bannon
Copywriter: Di Tansey
Photographer: Adrian Stewart
Account Director: Ken Kerr
Account Manager: Alexa Wolff
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Highest Rated

Reality Check's picture

It's advertising on the wrong side of the so-bad-it's-good line.

Reality Check
Activity Score 2539
dean viii's picture

There's a real lack of communication in this. I don't know what the event is and I have no idea what the penguin line is about. And what's that have to do with a golf image? Your explanation explained my first two questions, but that's not in the ad as copy, tag or headline, so you're leaving people clueless.

dean viii
Activity Score 1686
Creative Director
CuriousPencil's picture

@ Dean, I think this penguin ad is the most difficult of the series, but in the context of the others it's not impossible to decode: shaved heads = eggs, don't walk beneath penguins. Ditto, golf with green hair.

Am guessing this is supplementary to radio coverage, regional knowledge of the charity, and media coverage of the campaign. So I think the only people who wouldn't get the idea would be the blind community. My worry about this one is that baldness is associated with cancer already, and having the word 'dye' linked with a cancer charity... is a bit f*cking thick really.

CuriousPencil
Activity Score 4225
Copywriter
luispiter's picture

ahhhh

luispiter
Activity Score 2756
comunication
HappyHour's picture

AHHHHH!

HappyHour
Activity Score 2381
CuriousPencil's picture

CHOOOOOO!!!!

CuriousPencil
Activity Score 4225
Copywriter
Reality Check's picture

It's advertising on the wrong side of the so-bad-it's-good line.

Reality Check
Activity Score 2539
writersblog's picture

Rather have a rookery of pinguins on my head more than anything else.

writersblog
Activity Score 553
Copywriter
Lazarus's picture

????

Lazarus
Activity Score 1536
Creative Director
kleenex's picture

WHAT???? HUH???????

FAIL!!!!

kleenex
Activity Score 52724
Web Designer/Developer
Glut's picture

mmm

Glut
Activity Score 3935
Public Relations at Glut. Ideas Boutique.
shahidali's picture

good that they left a brief to explain what they did. i'll die with less questions!!!

shahidali
Activity Score 4067
Dhaka, Bangladesh |

shahid

mujerendiagonal's picture

Shave or Dye for a Cancer Society??? un poco fuerte, un poco mucho

mujerendiagonal
Activity Score 84
Art Director
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