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Tsunami

Agency: 
Published/Aired: 
February 2013
Description: 

The arms trade is out of control.
For an arms trade treaty, join us on facebook.com/amnestyarmes

Advertising Agency: TBWA, Paris, France
Creative Directors: Eric Holden, Rémi Noël, Philippe Simonet
Art Director: Mohamed Bareche
Copywriter: Daniel Perez
3D: Salamagica
Art Buyer: Barbara Chevalier

Comments (30)

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Highest Rated

eins-eins-null's picture
eins-eins-null
Activity Score 892

woah, what happened here? why does everyone see THIS particular tsunami in it and not for example the day after tomorrow? not the first big wave in history of humankind. so calm down, gentlemen, no need for a shitstorm after a tornado and a tsunami (ha, ha). the biggest problem is that its just not creative. wack idea.

bakamono's picture
bakamono
Activity Score 1002

I like the art! I think writing is weak.

because therefore it is

prasanno's picture
prasanno
Activity Score 102

Excellent Job!

mmackinven's picture
mmackinven
Activity Score 1608

Help us regulate it?

Regulate?

So you condemn the killing of 500,000 civilians a year, but you'd be happy to 'regulate' a lesser amount?

Hmmm.

3 stars for the art :)

hasalaka.th's picture
hasalaka.th
Activity Score 288

Noooooooooooooooooo.....

Aitor Borras's picture
Aitor Borras
Activity Score 245

Powerfull and different of all Amnesty International capaigns os these years. I like it a lot. Awesome art. Very well done guys!

Creative Director. www.aitorborras.com

Aitor Borras's picture
Aitor Borras
Activity Score 245

Powerfull and different of all Amnesty International capaigns os these years. I like it a lot. Awesome art. Very well done guys!

Creative Director. www.aitorborras.com

Shawali's picture
Shawali
Activity Score 8442

Great art, simplistic message.

No one cares about child labor, eye donation or saving the Earth: NO PSA!!! http://adsoftheworld.com/forum/135094

bate_palmas's picture
bate_palmas
Activity Score 1479

I guess my comments are the same as everyone else's. The art direction is terrific. The line is bizarrely ambiguous, no doubt to do with the translation.

Well done.

googler's picture
googler
Activity Score 14

Agree the art is outstanding. Would need a stronger, shorter message

Tom Megginson's picture
Tom Megginson
Activity Score 548
Tom Megginson's picture
Tom Megginson
Activity Score 548

TL;DR: Advertising is art in the service of message and brand. I don't care how hard the ADs worked on this one. It is a bad move for Amnesty to trivialize lives lost to natural disaster in the service of calling attention to the arms trade. It's as bad as the WWF 911 ad, in my opinion.

bate_palmas's picture
bate_palmas
Activity Score 1479

your point is certainly valid

alausa's picture
alausa
Activity Score 1420

Award-bait? YES. Trade-off? NO. It's a metaphor not a simile.

bakamono's picture
bakamono
Activity Score 1002

Agree it is a metaphor and there is nothing wrong with the image. Let's not be overprotective, our minds are not that fragile.

Weapon trade kills more people than tsunami.

because therefore it is

Nike Diesel's picture
Nike Diesel
Activity Score 13630

+1 @Tom Megginson

OopsyOp's picture
OopsyOp
Activity Score 33

I totally agree with Tom. Those two ads just stink.

kleenex's picture
kleenex
Activity Score 43337

The art is better than the copy.

ivanm16's picture
ivanm16
Activity Score 387

Wow! amazing art.

walter.s's picture
walter.s
Activity Score 30

too much photoshop.

walter.s's picture
walter.s
Activity Score 30

too much photoshop.

robthelad's picture
robthelad
Activity Score 120

It gets people talking, that's the aim. Well done.

OopsyOp's picture
OopsyOp
Activity Score 33

Just like Benetton ads, yep. Bad taste and controversy. On my opinion, it's a lazy way to get the attention.

Barbara O.'s picture
Barbara O.
Activity Score 211

Awesome art direction.

Barbara O.

salil.sharma's picture
salil.sharma
Activity Score 2428

awesome i love it
Outstanding Art Direction & Execution
Mind blowing job guys ...................................................................................................................................

Designer Don't Do Different Things
They Do Things Differently

torontose's picture
torontose
Activity Score 393

nice.

highway's picture
highway
Activity Score 10

Trying too hard.

kergu's picture
kergu
Activity Score 6795

Estoy totalmente en contra de comunicación que de alguna forma relacione a fenómenos naturales con muerte, desgracia, castigo y demás cosas que se relacionen negativamente a la vida humana. Por este tipo de enfoque vemos a nuestro mundo como un enemigo; por esta razón no lo respetamos, ni cuidamos, mas bien queremos acabar con él.

una estrella por el arte

Google translation:

I am totally against any form of communication that relate to natural phenomena with death, disgrace, punishment and other negative things that relate to human life. By this approach we see our world as an enemy, which is why we do not respect or care for, rather we want to kill it.

one star for the art work

OkGo's picture
OkGo
Activity Score 66

i like it.

hasalaka.th's picture
hasalaka.th
Activity Score 288

OMG. We have seen enough of these kind of executions.
I won't even look at it.

eins-eins-null's picture
eins-eins-null
Activity Score 892

woah, what happened here? why does everyone see THIS particular tsunami in it and not for example the day after tomorrow? not the first big wave in history of humankind. so calm down, gentlemen, no need for a shitstorm after a tornado and a tsunami (ha, ha). the biggest problem is that its just not creative. wack idea.

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