Published/Aired: 
May 2009
Women's Refuge:  Steps 2
Women's Refuge Print Ad -  Steps 2

Description

Caption

The path to domestic violence happens one step at a time.

Advertising Agency: HooperNagel, Auckland, New Zealand
Art Director: Jonathan Horner
Copywriter: Jonathan Horner
Typographer: Ben Fraser, Geoff Francis
Photographer: Jeremy Blincoe
Retoucher: Jeremy Blincoe, Brent Backhouse
Model makers: Jonathan Horner, Brent Backhouse
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shahidali's picture

path to great garbage happens one step at a time.
creative route, visualization, art direction, photograph, copy write, typograph, final execution...
btw, i shouldn't be asking but i can't but fantasize u will be knowing what went thru ur head when u were dreaming this cannes golden lion winning creative?
ok, i'm not being constructive, right? what does the masterpiece want to say? don't love ur partner? be aware that this love ur partner is pretending of is transient? or dear sister u don't know that u r in a violent relationship?

shahidali
Activity Score 4037
Dhaka, Bangladesh |

shahid

Guest's picture

domestic violence happens one step at a time: good. but how did the sets/photo serve the concept?it's not engaging. i believe u could have simplified the execution into a clean type, as to help the idea come across clearer. in terms of copy, some of these steps r not as smooth. re-visiting the work would surely have upgraded the final result.

Guest
_yan_'s picture

shahidali, it's not that bad.

_yan_
Activity Score 162
Guest's picture

I have to agree with shahidali, these are pretty bad. Although, I do think there is something there, it just needs to be thought out and refined more.

Guest
partially_impartial's picture

Agreed, I think the message is strong, especially to those who are experiencing domestic violence. It's not an award winner but it's not crap. How would you get "don't love your partner" from this? I get.."You think he loves you, then he beats the crap out of you..open your eyes"

partially_impartial
Activity Score 91
Graphic Designer
bathsheba's picture

shahidali - One of the creators of the concept here. I think you're being too harsh. The concept shows a relationship going from nice to nasty one step at a time. This is what tends to happen in violent relationships. I still stand by the work, it was rolled out on busbacks, billboards and posters. Not sure why you have your back up so much about this campaign.

bathsheba
Activity Score 218
Creative Director at Leo Burnett
shahidali's picture

dear bathsheba, i humbly appologize for my harshness of my comments. yet, i stand by my viewpoint. i rephrase and say that 'there r areas of significant improvement in the work'. i start with the concept. u say and show in this ad that relationship going from nice to nasty. incidentially all the relathionship starts nice. thus, should we be skeptical about any relathionship that we get into. that is probably not the ideal proposition. your work has the potential make all the viewers doubtful about their partners and the good times they r having.

rather we can say some relationships end up in violence. what r the causes and remadies remains subject to research.

i did made those comment harshly just from the objective point of view judging just the creative and not the concept.

i would have taken a different route-domestic violence must stop and we should depict this act as a henious, sub human practice so that people indulging in it releizes the err and their status. protection for the victim should also be there and legal framework should also be there to make the agressor think twice.

shahidali
Activity Score 4037
Dhaka, Bangladesh |

shahid

bathsheba's picture

I respect your viewpoint - but I think I have to disagree on this. Showing domestic violence as a henious sub human practice is the wrong way in, if your primary aim is to try and get battered women to question if they're in a violent relationship.

Note: this isn't a campaign that's just trying to vilify it - this is a campaign that is talking to the women who might be at risk and getting them to seek help.

bathsheba
Activity Score 218
Creative Director at Leo Burnett
nspad's picture

I second bathsheba. Working on campaigns for violence against women gives you a real insight that not all abusive relationships have to be physical, and that those relationships deteriorate over years: they snowball.

I don't think the ad says you should be skeptical about any relationship you begin. Rather, it says that ALL relationships have the potential to turn nasty bit by bit and women should be educated on what unhealthy behaviour in relationships are.

The execution is good, not great. I agree that it's not a Cannes winning campaign but the agency would have paid for EVERYTHING to get these ads out and I think the tone is 100% spot on because it's not a campaign aiming to make people feel sorry for women - it's a campaign for women to be aware and educated on healthy relationships.

Good work bathsheba.

nspad
Activity Score 96
Copywriter at Saatchi & Saatchi, New Zealand
Guest's picture

an ad without an idea.. I can totally see what you're trying to do but....thats after thinking about it way too long.
why the stacked letters?

PS: One Droga did sor a similar charity is very colse to this but 1,000,000 % better

Really nice art though.

Guest
Guest's picture

Its not that bad really. It tries to emulate the kids' word game where you change one letter at a time. Also the surroundings show carious areas from a house, so its the right backdrop for domestic violence.

I think the commentors are being nasty without much reason.

Guest
Guest's picture

Shahidali, you should go to "F**k my life".com.
Maybe someone might care what you have to say there?

Guest
Guest's picture

interesting. c u there if i ever plan to make an ad that needs nerds of the highest order. donno about shahidali though.

Guest
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