Peter MacCallum Cancer Centre: Break

Take a break from the sun.

Advertising Agency: CHE, Melbourne, Australia
Executive Creative Director: Jason Ross
Deputy Creative Director: Richard Ralphsmith
Art Director: Josh Murrell
Copywriter: Sharon Condy
Producers: Connie Leone, Loreta Zaruski
Account Manages: Meagan Bell, Ebony Moore
Via: Bestadsontv

42 comments

CABAZORRO's picture
CABAZORRO
354 pencils

OHHH! nice.. very nice./....

atb2005's picture
atb2005
13567 pencils

Another fine example of an ad with solid link between visual, copy, and what's being advertised. It's true the use of shadows or drop shadows is no longer an original or groundbreaking concept, but here it's done exceptionally well. To my knowledge, Australia has the highest rate of skin cancer (makes sense), so the shadow approach here is perfect! It's not a mere artistic gimmick, as is usually the case with other similar "shadowy" campaigns.

JamaisVu's picture
JamaisVu
410 pencils

Groundbreaking idea. Love how the billboard creates a shadow. This proves that the advertising industry hasn't gone out of fresh ideas.
Goodluck in Cannes :)

Widget's picture
Widget
5 pencils

But, when this is done before. For VW. And has won some international prizes as well. Why does it push 9 on the rating? It´s a nice idea, I like, but when it´s been done before I think you guys should re-think your ratings...

CrackerJackWorks's picture
CrackerJackWorks
11185 pencils

Not groundbreaking, but well adapted (vw)

Enduwolf's picture
Enduwolf
165 pencils

Very nice, simple and effective

desaipriya's picture
desaipriya
24 pencils

Love it

art.vs.commerce's picture
art.vs.commerce
566 pencils

clever

Adaddicted's picture
Adaddicted
3435 pencils

Clever ambient!

withalltherespects

dsklan's picture
dsklan
1927 pencils
Dzsoi's picture
Dzsoi
5369 pencils

Thx, I was sure I have seen something similar. So the tool has been used, the idea is still fresh.

thedesignaddict's picture
thedesignaddict
5379 pencils

This idea has been done MANY times. Sun Chips did a great billboard a few years ago, and won a lot of awards.

http://vimeo.com/7084875

andyStock's picture
andyStock
666 pencils

Love it - I love how the advert creates a shadow in which you could take a break from the sun. Excellent.

xcreativity's picture
xcreativity
2374 pencils

love it! congrats for the creative director

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

Alexandre Brito
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Ramezani's picture
Ramezani
315 pencils

comon this was done many times. last time by vw and much better
and other question: why do you congratulate the creative director? :-)

Dzsoi's picture
Dzsoi
5369 pencils

How would that be better?! A sunny day is good for many many things, not only test driving a cabrio. But this 'Taking a break from the sun' message fits so tightly to this leaky board solution they're almost f*cking each other.

Phil Lestino's picture
Phil Lestino
1682 pencils

we are having a good day for ads on this site.... nice

binunk's picture
binunk
216 pencils

agreed

Marlus Lau's picture
Marlus Lau
1806 pencils

cool.

®'s picture
®
131 pencils

Brilliant! except for noon time

®'s picture
®
131 pencils

Brilliant! except for noon time

Wordnerd's picture
Wordnerd
6662 pencils

there where better ads with this idea, sorry.

michelangelo's picture
michelangelo
660 pencils

very nice. very good insight

sirvan's picture
sirvan
29870 pencils

Guys! ...this has been done a zillion times before, and this execution is very, VERY boring.

Comon.

+++

"I love some things, and don't love some other things."

Prime83's picture
Prime83
497 pencils

I'm jealous, congratulations.

perromalo's picture
perromalo
429 pencils

Who pays for the ad?

Ensamblador's picture
Ensamblador
237 pencils

Very clever, but how about some more shadow for people to rest away from the sun?

sloppy4's picture
sloppy4
1496 pencils

much better idea than this.

sirvan's picture
sirvan
29870 pencils

See? Yes!

+++

"I love some things, and don't love some other things."

Roger Keynes's picture
Roger Keynes
5498 pencils

Ripper.

Will Think for Salary

Widget's picture
Widget
5 pencils

Hm

Hiperion's picture
Hiperion
3138 pencils

D O N E

Carlos Garcia's picture
Carlos Garcia
846 pencils

Nothing groundbreaking but it's always a nice and clever idea.

CG

jinpa's picture
jinpa
21 pencils

Wow!! gooood

Critic's picture
Critic
271 pencils

Brilliant!

Caprisel's picture
Caprisel
63 pencils

brilliant

textpirat's picture
textpirat
269 pencils
tanvir hassan's picture
tanvir hassan
36 pencils

good job.....though its been done before......still its working.....

Shadow Ops's picture
Shadow Ops
150 pencils

Sun Chips was way more relevant than this. Perhaps they never saw it or at some point executional tricks get done enough that its ok to use them to make a point to the general public..b/c heck they don't care that sun chips did it. I give it a B-...not bad but nothing to rave about anymore.

Let's keep advertising fun

toier's picture
toier
24 pencils

photoshop?
anyway, i love it

Guest's picture
Guest

wow! cool.. luv it.. :)

manumartin5's picture
manumartin5
1202 pencils

now this is very innovative and clever. Hats off. But i wonder what will happen to it after the sun moves to different direction and in the night.

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