March 2010

Advertising Agency: The Fuel Agency, Australia

Other Additional Credits: Andre Ash, Rachel Corponi, Adam O'Neill

Landmines don't kill soldiers. That's why they're banned.
Even wars have laws.

Executive Creative Director: Rod Clausen
Senior Art Director: Ed Bechervaise
Senior Copywriters: Simon Robins, Toby Blackler
Account Manager: Mary Atley

Comments (17)

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Highest Rated

rolling.stone's picture
Activity Score 2741

Even wars have not connecting yet


~ Quite obviously, I have gathered no moss ! ~

Roger Keynes's picture
Roger Keynes
Activity Score 5498

Yeah... but needs something.
SFX when you tread on it?
Otherwise that 'sticker' campaign from Sydney in the late 80's does it best.

The Jobless Writer
Will Think for Salary

junksortie's picture
Activity Score 18

Landmines don't only kill soldiers. That's why they're banned. -----------------> only is missing in the description part !
Even wars have laws.

ACreativeSpirit's picture
Activity Score 176

what they mean is that in general land mines kill civilians and not soldiers, a soldier killed by a land mine now a days is rare, innocent people are the ones that suffer

Always try to be unique even when forced to conform.

muraliduggineni's picture
Activity Score 104

The copy cud have been tightened: Landlines kill not just soldiers

murali duggineni

Enduwolf's picture
Activity Score 165

You're right, but I'd suggest even tighter – Landmines don't just kill soldiers... that's why they're banned

It's a nice effect, however the style has been done to death.

No pun intended.

satrianee's picture
Activity Score 3748

i wish nothing else was written on the copy... Is it ok if it kills a soldier (who is also human?)

and no... even if the war has laws, it is illegal itself. Saying this, you can leave an open door for war, and when things get thoug no body can put a clear line between what is bad and what is worst.

Strong campaign this one. Hate to say i like it. One of the landmines could have been "blown out" and maybe a thorn shoe could have been left there... God, i'm getting savage myself just by thinking about making it "better".

Lara sson's picture
Lara sson
Activity Score 8


jorj's picture
Activity Score 638

Are you lara larssonian?

dsklan's picture
Activity Score 1926

is there at least a soundeffekt if you step on them? lame...

Patata Casada's picture
Patata Casada
Activity Score 118

Ok, once I read that... what am I supposed to do as a civilian???? That's governments's job!

Phil Lestino's picture
Phil Lestino
Activity Score 1684

So they are banned...well that's good then isn't it.....nobody needs to worry then.

Gearbox's picture
Activity Score 116

Missing a C2A. "Donate to the Red Cross, save someone's legs"? Without it, the message is simply "landmines are banned" and it's not asking anyone to do anything. Unless you're an arms dealer.

Ooh, there's a campaign. "Are you an arms dealer? Save someone's legs: don't sell landmines."

silvi's picture
Activity Score 4172

I think this campaign could be better

maranca82's picture
Activity Score 422
dsklan's picture
Activity Score 1926

yes, this is really a good one!

underlivan's picture
Activity Score 2

Or this:

Student project I did a year back

rolling.stone's picture
Activity Score 2741

Even wars have not connecting yet


~ Quite obviously, I have gathered no moss ! ~