Ammar: Hot Moms

The Problem: Ammar is a non-profit organisation dedicated to protect the rights and the health of women working in Argentina's sex industry. The only problem is that in Argentina there's no law to regulate their work.

The Solution: Knowing the fact that the 93% of sexual workers are also mothers, we used the typical cads used by them to illegally advertise themselves on the streets to show that sexual workers deserve to have the same rights as anyone else.

Advertising Agency: Ogilvy & Mather, Buenos Aires, Argentina
Creative Directors: Javier Mentasti, Maximiliano Maddalena
Art Directors: Tomás Gianelli, Max Elbo
Copywriters: Max Elbo, Tomás Gianelli
Illustrator: Diego Grandi

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4 comments

kleenex's picture
kleenex
22740 pencils

interesting idea.

Motion Collective's picture
Motion Collective
12 pencils

nice idea/execution, but are potential 'clients' the best lobby group for the cause?

Tom Megginson's picture
Tom Megginson
352 pencils

I would like to see the foldouts better as single visuals. Does anyone have a link to those?

Sajith Narayanan's picture
Sajith Narayanan
4 pencils

'93% of sex workers are mother' - amazing insight to base your campaign on. But I feel that it would have been even more effective if the creative had been reversed. Pictures of motherhood instead of prostitution. It would have drawn the right audience and brought the right emotion in them to start believing in the need to accept and regulate their work.

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