Advertisement

Erase the traces of violence

Agency: 
Published/Aired: 
October 2010
15494
Description: 

Outdoor advertisment created by Mercury 360, Romania for Romanian Traffic Police, within the category: Professional Services.

When I can not speak.
Call 116.111 and talk about my agony.

Advertising Agency: Mercury360, Bucharest, Romania
Creative Director: Liviu Turcanu
Creative Group Director: Adi Pasarica
Art Director: Andrei Nedea
Photographer: Dan Vezentan
Additional credits: Andreea Mangu

Comments (20)

Log in or register to post comments
Guest's picture
Guest

very similar at pixel of kepel y mata buenos aires to missing children argentina, cannes short list 2010

Jaap Grolleman's picture
Jaap Grolleman
Activity Score 6992

This has been done quite a lot but meh. I suppose this one works fine for the first 10 people that arrive and take one - but after that it loses impact.

But most important - how do they know they can take some cards of this poster?

CuriousPencil's picture
CuriousPencil
Activity Score 4225

"Been done quite a lot" - can you please tell me where?

Thanks.

juanchovoodoo's picture
juanchovoodoo
Activity Score 4
Guest's picture
Guest

very nice idea and i think it works fine with magnets pieces.

Guest's picture
Guest

Pretty great for a social campaign.

CuriousPencil's picture
CuriousPencil
Activity Score 4225

No. The traces of violence are not the issue. Violence and the perpetrators are the issue. Erasing the 'evidence' is tantamount to condoning it. You're saying 'ring this number and we'll help you hide the bruises'. Hopefully this is a translation issue, but I fear not.

Miss Copywriter 22's picture
Miss Copywriter 22
Activity Score 175

@ curious pencil- http://adsoftheworld.com/media/print/wuttisak_clinic_wrinkles
this is the similar one that came to my mind.
what doesn't make sense in this is it wont reach out to everybody unless they keep replacing the stickers every 1 hour....

CuriousPencil's picture
CuriousPencil
Activity Score 4225

MissCopywriter, I think the cosmetic poster idea is different: sure it has to be closely watched, or 'refilled' every hour, but that's the same as point-of-sale freebies in a basket with any promotion. I don't think that's a problem - and all it needs to make it work properly is a headline/wrinkle inviting people to peel.

This version falls on its face with the headline. It may be a language issue, because if it said 'Erase violence' then it would be a lot closer to working. It feels like this campaign was led by the medium: someone in the agency knew about these sticker posters, and shoehorned a concept into it.

And it didn't fit, and it doesn't work.

Guest's picture
Guest

I am from Romania. It is unhelpfull,unadapted to local traditions, customs.
Unfortunately,even in cases of pshyshical abuse,nobody would want to be involved. Phoning from a public phone woul still imply further implication. It translates "when I cannot talk,call this number and talk about my suffering" - that needs also other evidence than you calling. TRUST ME.
And traditionally you do not get involved in other peoples` lives, even if it is obvious that you should. The add does not challenge the fact that people are taught " you don`t get involved in others`families".

Then ,just don`t let get into the fact that magnetic size business cards like game,would need a security gard next to it so the homeless and gypsies of the Bucharest underground would not distroy it. And again there is the issue of the stickers......they have to be replaced.
Generally,police is know to make this extremly unfortunate choice for ads.

CuriousPencil's picture
CuriousPencil
Activity Score 4225

A fine example then of an agency not doing its homework on all counts I think. Shame.

www.labotomtometnana.com's picture
www.labotomtome...
Activity Score 29

It's not clear the fact that they can unstick the paper...

Labo Tomtom & Nana

www.labotomtometnana.com

andyStock's picture
andyStock
Activity Score 666

Nice idea but I agree with jackmancer - after the first 10 people remove the business cards the advert loses impact.

Guest's picture
Guest

ooops. seems that we've forgot to mention that the magnetic pieces were replaced each time the posters were "cleaned". actually that was the advantage of using magnets instead of stickers...or sticky papers.

CuriousPencil's picture
CuriousPencil
Activity Score 4225

I guess then you're with the agency involved - can I ask then, do you think that the headline 'erase the traces of violence' might make some people think you're covering over the results, not going after the cause? I think the idea's fine but the headline does let it down, unless it is understood differently in your market? Thanks if you can reply to this question.

Guest's picture
Guest

Hey Curious! You're pretty much right saying that "Erase the traces of violence" is talking more about covering the effects than going after the cause, but it's just a name for the board/action. thx.

CuriousPencil's picture
CuriousPencil
Activity Score 4225

Thanks for getting back to me on this - I just found the real headline in the text below the board. "When I cannot speak, call [] to talk about my agony' - that's very good : it really deserves its place up there on the board. Have upranked my vote accordingly.

Guest's picture
Guest

Hmm... Didn't an agency that once existed do something similar?

http://www.advertolog.com/aware/print-outdoor/aware-peel-off-bruises-7...

Cheerriiee's picture
Cheerriiee
Activity Score 952

I know its not that original, but who cares its better well executed than others i've seen before.

ccwarrier's picture
ccwarrier
Activity Score 60

grt!

Featured Content

Latest Collections

Advertisement