ADD (Sporting Association for the Disabled): Luggage Carts

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Action for ADD (Sporting Association for the Disabled) that took place in Cumbica International Airport, São Paulo, on January 17th and 18th of 2010. Life-size paper displays showing disabled athletes in wheelchairs were strategically placed on several luggage carts. When passengers used them to carry their bags, it looked as if they were actually pushing the wheelchair of a disabled athlete.

Advertising Agency: age.comunicações, São Paulo, Brazil
Executive Creative Director: Carlos Domingos
Art Director: Henrique Mattos, Andre Fukumoto
Copywriter: Daguito Rodrigues, Charles Faria

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32 comments

Publiz's picture
Publiz
115 pencils

Great ambient campaign. But I'm not sure that it will be efficient.

Inspiration graphique et publicité créative : Publiz

adises's picture
adises
31 pencils

well done

xcreativity's picture
xcreativity
2374 pencils

really good. easy and simple. well done boys

=== Looking for concept/art creative to form a team to work in independent advertising projects. ===

Alexandre Brito
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Hiperion's picture
Hiperion
3138 pencils

funny and efficient is not the same

hufflepoff's picture
hufflepoff
430 pencils

wow!!!

roel_bogers's picture
roel_bogers
84 pencils

That's really good. Very well executed, good impact, good covarage. Excellent!

Spoonfeederxxx's picture
Spoonfeederxxx
641 pencils

At least it's not another bag, but it is the same thought executed differently...

Brain-Art's picture
Brain-Art
1101 pencils

Great

cboccia's picture
cboccia
24 pencils

My first thought was: wow, wouldn't that be annoying to push through a busy airport? But what could make the message harder hitting than to make mobility a little more difficult for the user? Works well on a lot of levels.

Casey Boccia
Carton Donofrio Partners

Hibon's picture
Hibon
3731 pencils

Very good.

Simple ideas are the best !

silvi's picture
silvi
4172 pencils

I hope this works. Idea is super.

Ensamblador's picture
Ensamblador
237 pencils

Great.

Roger Keynes's picture
Roger Keynes
5498 pencils

Nice thinking.
But I prefer a very similar ambient campaign on alfresco cafe chairs for SA Paraplegic Association by Jamshop, Adelaide (Australia) about 18 months ago.

Will Think for Salary

thedesignaddict's picture
thedesignaddict
5391 pencils

Well done.

pepsiice's picture
pepsiice
253 pencils

love your choice of medium and location =')

tchifi's picture
tchifi
164 pencils

very good.

dsklan's picture
dsklan
1927 pencils

i think its wrong, because the paralympics athlete doesnt need help to get along...

ShaniG's picture
ShaniG
17214 pencils

I'm tired of ambients that work from only one angle

Corbeen's picture
Corbeen
1075 pencils

chapeau!

meraj's picture
meraj
216 pencils

@ greg n different : i think it will be very much effective. Just because people will get wondered to see lots of athletes roaming around the place having a ball in their hand..........................it will give a buzz on their mind.............as a result it will fix into their evoke set. Thus they will work as a word of mouth ....lots of other people will start knowing about that wondering roaming around of the athletes.........then people will fix those athletes on their mind....u know then what will happen.............donation culture will grow up....it might take 4-5 months to be established among peoples mind

meraj's picture
meraj
216 pencils

so idea is superb

bobby666's picture
bobby666
1460 pencils

clap clap clap. smoooooooooooooooooch to you guys.

Dzsoi's picture
Dzsoi
5626 pencils

Not a bad one but... the visual is for other passengers, the copy is for the person pushing the cart. Why? Put the copy on the side, somewhere on the visual so everyone will know what this is all about who see the eye-catchy side of the cart.

Imagepro's picture
Imagepro
112 pencils

I like it :)

sintra's picture
sintra
699 pencils

ditto ! very good.

keithstoeckeler's picture
keithstoeckeler
425 pencils

I'm sure this caught some attention. Great idea.

Mongoose's picture
Mongoose
4981 pencils

Fantastic!!!

Make the logo Bigger and the black, Darker!

jadav amar b's picture
jadav amar b
2 pencils

i am crezzy about photogaphy

Draper's picture
Draper
183 pencils

good idea

Guest's picture
Guest

LA MIA ES MEJOR

TOM_'s picture
TOM_
5 pencils

NICE_ great idea

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