Agency Network: 
May 2013
Unicef Print Ad -  Fevela

Also From This Campaign 2


Print advertisement created by Ogilvy, Brazil for Unicef, within the category: Public Interest, NGO.


Let's turn tables.
Every child has the right to play.

Advertising Agency: Ogilvy & Mather, Brazil
Chief Creative Officer: Anselmo Ramos
Executive Creative Director: Roberto Fernandez
Creative Director: Frederico Saldanha
Copywriter: Erick Stossel
Art Directors: Giovanni Muratori, Dogura Kozonoe
Illustrator: Fernando Reule
Typographer: Dogura Kozone
Producers: Antonio Carlos, Marcio Santos
Art Buyers: Nancy Bonani, Francini Santiago
Account Supervisors: Camila Porto, Andrea Barrios, Carina Moubazbaz
Advertiser's Supervisors: Gary Stahl, Ilaria Favero, Alexandre Magno, Estela Caparelli
Planner: Lucas Madeira
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certaintly's picture

i dont understand the connection to the "right" to play and the visual

and i understand even less the "let's turn the tables"

Activity Score 3994
eins-eins-null's picture

thanks, i don't feel that dumb anymore. could it be that there just is no literal connection between text and picture?
anyhow, works for me.

Activity Score 896
certaintly's picture

im not sure what youre saying. are you being sarcastic?

my point is, the copy is confusing. it's bad. it's not clear. it's trying to be more than it needs to be. more than it can be.

maybe it should say "even in poverty, we should make space for kids to play" or "no matter how hard life is in some places, there's always room for play" or idk. whatever it is theyre trying to say. it's simply unclear.

Activity Score 3994
eins-eins-null's picture

i was absolutely serious. i searched for something taht makes them speak of "tables" but there's nothing, particularly there's nothing to be "turned", neither literal nor metaphoric. and there is no "right" displayed in any way. but i wasn't sure whether that's my fault until i read your comment. --> i totally agree.
i just find that the visual is depressing and still transporting the message, therefore i wrote that i anyhow think it works.

Activity Score 896
certaintly's picture

ah, i see.

what i THINK theyre trying to do is say that there should be more soccer fields built.

so they show 1 soccer field, consumed by buildings and say "let's turn the tables" as in, let's get more pitches out there cus the kids have a right to play.

i think it's demanding way too much of the viewer.

Activity Score 3994
kleenex's picture

Not a good ad.

Activity Score 55237
Web Designer/Developer
TheSmirkingFox's picture

I hope this is a lost-in-translation case, because otherwise this is just embarrassing for Ogilvy. Unclear, incomprehensible, needlessly ambiguous.

Activity Score 145
Edoftheworld's picture

No thanks.

Activity Score 161
Peter Frank's picture

Worst of the month here.

Peter Frank
Activity Score 532
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