Maximum Ride: Kids who can fly

Maximum Ride is a series about a group of children who can fly. To launch the latest book, we created a large ground decal that showed Aucklanders what it was like to stand on the edge of a building and jump.

Advertising Agency: Colenso BBDO, Auckland, New Zealand
Copywriters /art directors: Rebecca Johnson-Pond, Kimberley Ragan
Photography / Retouching: Kevin Hyde
Producer: Gabrielle Buckle
AM: Krystal Houghton
Art Director: Antonia Baker
Executive Creative Director: Nick Worthington
Design: Rebecca Johnson-Pond and Simon Redwood
Released: May 2009

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28 comments

alexander_bickov's picture
alexander_bickov
3279 pencils

Great idea

Arkadiusz's picture
Arkadiusz
509 pencils

Looks impressive. But isn't it encouraging jumping from the roof? It's so simple to jump...

Guest's picture
Guest

sure, people everywhere are going to be leaping to their death because of this ad.

Arkadiusz's picture
Arkadiusz
509 pencils

The children's mind is very plastic, ductile and is shaping by everything what children are encountering. If computer games can "to teach" that people are immortal and they will revive after the gunshot wound, such ad can also distort appropriate perception of world.

Guest's picture
Guest

Why not let the children of tomorrow think they are immortal? I think to have no boundaries is a good way to find, "The New"

Guest's picture
Guest

good idea

Guest's picture
Guest

great. good use of media.

Guest's picture
Guest

Done. By DDB.

dadada's picture
dadada
1715 pencils

This series must be well known, if not, it will be like about suicide.

Everybody is creative, be yourself.

Guest's picture
Guest

so smart

DJVassallo's picture
DJVassallo
243 pencils

Good idea and great use of the media, that in this case is the street/stairs themselves....
But I agree, wouldn't it encourage kids jumping from roofs? sure they have thought about it, it would be nice to hear how they cope with the issue

Misstree's picture
Misstree
425 pencils

Scary!

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Not all who wander are lost.

Guest's picture
Guest

why did they this fake instalations if they could invite children on some roof and let them experience the real thing?

oh, man... this is just stupid.

Guest's picture
Guest

I think this is a great idea because it plays off of children's imaginations.

http://www.promovideochannel.com

Guest's picture
Guest

yeap scary, and agree with the suicide thing, but... i like it.

Guest's picture
Guest

Awesome!

Guest's picture
Guest

Whoever it is in the top left shot shouldn't be wearing skinny jeans.

rolling.stone's picture
rolling.stone
2740 pencils

Idea is good, provided it do not lead the tendency in kids' mind that they also can fly, if it do so, pretty fatal

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~ Quite obviously, I have gathered no moss ! ~

Guest's picture
Guest

fking the child's mind. :)

Guest's picture
Guest

Done by Fallon.

Guest's picture
Guest

really smart!!

Guest's picture
Guest

Kids! Stop using your imagination! We must think for you, because we know you'll see this and go find a tall building to jump off of!

Come on, people! This is great use of environment and media! I watched Roadrunner cartoons and never once strapped myself to a rocket made of dynamite. Why would this lead to a rampant increase in accidental child suicide from leaping tall buildings in a single bound?

Oh, that's right. It won't.

Guest's picture
Guest

Great. Love it.

Guest's picture
Guest

great! very creative :)

Guest's picture
Guest

Woah this is a bit freaky :-0

Karl

http://www.karlbowers.co.uk

Guest's picture
Guest

wow~ creative!!!
but is it suitable for kids?

dollypoppin's picture
dollypoppin
1423 pencils

Uh-oh.. at first glance, I thought the ledge was real. Very realistic. I'd get scared walking down that road. :-s

---------
"Nihil sub sole novum"

Guest's picture
Guest

Promotes an excellcent series of young adult books that inspire many people to think for themselves. Gets the point across about what it's like to have wings and fly.

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