The Royal National Institute of Blind: I’d Miss

To raise awareness about the shortage of books accessible to people who have lost their sight.

Advertising Agency: St Luke's, USA
Creative Directors: Al Young, Julian Vizard
Copywriter: Ed Redgrave
Art director: Dave Wigglesworth
Planner: Dan Hulse
Account Director: Daniella Rote
Production Company: MPC Creative
Director: Jake Mengers
Editor: Saam / Work Post
Post-production: MPC
Music production / track: Simon Bass @ Pure Soho
Audio post-production: Zach @ Pure Soho
Voice Over: Lindsay Duncan

March 2011


TommyO's picture
1866 pencils

Beautiful. It gave me goosebumps.

dadada's picture
1720 pencils

for those who doesn't know the story they will miss the idea.

Everybody is creative, be yourself.

wigzisonfire's picture
23 pencils


@dadada for those who doesn't use correct english, don't comment.

Hiperion's picture
3138 pencils

We can only comment if we have a good level of English?
I'm so tired of the arrogance of some Americans and Englishmen ...
Brazilian, Argentinean, Thai, Dutch not speak English and do better advertising than you, so shut up, poor nobody.

Boxey's picture
8881 pencils

You were making a convincing argument until you showed your own arrogance, friend.

CuriousPencil's picture
4225 pencils

+1 for not joining in. Thought we were gonna see a 3-way there.

Hiperion's picture
3138 pencils

Telling the truth is being arrogant ... I did not know!

wigzisonfire's picture
23 pencils

@dadada twatish comment from myself. Sorry dude.

redwood47's picture
3 pencils

beautifully shot, nice work!

atb2005's picture
13561 pencils

@wigzisonfire |

Dadada was right. For that reason alone, I am giving the ad only 6 stars.

kleenex's picture
41182 pencils

I loved it...

Vingy's picture
474 pencils

Pfff great idea but i must say i'm a horrible person because when the girl turn around and i watched her face i was LMAO .... ._.

MissCopywriter's picture
168 pencils

Surprised me

CuriousPencil's picture
4225 pencils

It's for the UK's national society for the blind. The stories of Narnia are among those deserving of inverted commas and the name "national treasures" so I think it a bit mean to deny points for this ad because of the chance some people might not know the book. The ad's only shown in the UK, remember.

I think it's an excellent ad, takes the viewer right up to the point of familiarity and wrenches the obvious away. Really does its job, and the Facebook link is a good CTA too, a rare case where people don't mind an 'organisation' intruding on their privacy, by what I've seen on the site.

Well done all round.

risikawi's picture
44 pencils

The only issue here is that she seems to be deaf as well.

CuriousPencil's picture
4225 pencils

Insightful point - she must also be insensitive to temperature differences and snowflakes - but I reckon some charitable leeway is appropriate here.

Log in or register to post comments