Save the Children: Child soldier

We must make this a thing of the past.
Child soldier
Democratic Republic of the Congo c. 2009
Don't miss this unique exhibition.
Southern Cross Station. 3-12 July.

Advertising Agency: M&C Saatchi, Melbourne, Australia
Creative Director: Steve Crawford
Art Director: Murray Bransgrove
Copywriters: Sandra Galiazzo, Doogie Chapman
Photography: Paul Torcello
Retouching: Ed Croll, Julia Cornelius
Account Service: Chantelle Warren, Bree Woodhouse

23 comments

nepstein's picture
nepstein
197 pencils

Really? You put a black boy in a cage?
Good idea, but stay away from putting minorities in boxes...

Roshan Quintus's picture
Roshan Quintus
669 pencils

oh! come on don't misinterpret this meaningful work.

bite me

ivan's picture
ivan

It's not a cage. It's a display box. You put valuable things in it to protect it.

Ivan Raszl, admin of AotW

Guest's picture
Guest

I'm perfectly aware that it's supposed to be a display box.
How can you not see how easily someone could take offense to this? I don't, but launching a campaign like this is asking for trouble.

It's a good idea, very good idea, but there is going to be flak from the public.

nepstein's picture
nepstein
197 pencils

I'm perfectly aware that it's supposed to be a display box.
How can you not see how easily someone could take offense to this? I don't, but launching a campaign like this is asking for trouble.
Not to mention I've seen animals at zoos in similar glass boxes.

It's a good idea, very good idea, but there is going to be flak from the public.

Guest's picture
Guest

you missed the concept by at least 10 thousand kilometers...

Guest's picture
Guest

HAHAHAHAHAHAHA.......

mark3r's picture
mark3r
1945 pencils

Would it make any difference if the kid was white? Maybe you are the one with the problem. The art portrays a reality in that part of the world and has nothing to do with race.

:::MARK3R:::

ace85le's picture
ace85le
3939 pencils

Since when has black been considered a minority in Congo?

If you call that a "cage", why would you still that it's a good idea?

Like someone said, you got the concept all wrong. This is a great piece of art with a cause.

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Anima's picture
Anima
59 pencils

...My god, dude

Missing the point much?

This is the CONGO. You know, in AFRICA?

The one place in the world where black people AREN'T a minority?

As for my opinion...

Good ideas for a campaign...

But this art director needs to be fired.

Seriously. Have these people not heard of lighting control? The kid looks like a cardboard cutout, there's no reflection, and the shadow's all wrong.

They could do a better job hiring some kid from off the street, dressing him up in camo and sticking him in a huge glass box model and take photos.

zaina's picture
zaina
85 pencils

i don't agree with the minorities thing because the design is related to the real world facts and no one can change these facts. strong and great design

mrckais's picture
mrckais
417 pencils

i think nepstein don't understood the message. i think the message is strong and well done

mrckais

Guest's picture
Guest

Just a -OK campaign... nothing to do with black on boxes. Those that think like that have a "psy" box problem.

silvi's picture
silvi
4172 pencils

Please nepstein! People is not stupid! Message is clear for any kind of cultures.

Guest's picture
Guest

nepstein don’t see him as a real boy (although we know he is) see him as a wax model in a museum exhibit.

Guest's picture
Guest

it's a display box at a museum. That is why the headline reads, "we must make this a thing of the past". It reffers to the box soldier.

The only reason it's being misinterpreted is bc the box is not at the correct location (museum).

Guest's picture
Guest

the concept is good. I think the photography needs to be pushed father. The child's eyes should show anguish, anger, and most of all loneliness.

Juan Cabral's picture
Juan Cabral
709 pencils

I like the idea. It deserved a better Photoshop.

***
http://ad-genius.blogspot.com/
Advertiser who won 10 or more lions in the last 10 years.
And I am not the real Juan Cabral, guys. So sorry for that!

supertav08's picture
supertav08
204 pencils

reminds me to zee pequenho

Guest's picture
Guest

Do you really think these people would put an actual person in a display case? It is a little thing many people like to call "Photoshop".

tillfu's picture
tillfu
74 pencils

Good idea/campaign - of courde it will polarize, which is something that comes automatically with a good, creative campaign - you simply can not please everyone ! If you do you get lousy average - been done too often anyway - so, stick to it, it's a good idea that comes straight to te point - wel done !

aliusmanwahyuhidayat's picture
aliusmanwahyuhidayat
39 pencils

Nice Work!!!

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