Amnesty International: Wedding

1 out of 5 women is a victim of domestic violence.

Advertising Agency: Air Brussels, Belgium
Creative Directors: Marie-Laure Cliquennois, Grégory Ginterdaele
Art Director: Didier Naert
Copywriter: Wouter Huyghe
Photographer: Frank Uyttenhove
Retouching: Beefactory
Published: March 2009

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27 comments

Wordnerd's picture
Wordnerd
6662 pencils

that's shocking uninspired. what a wasted opportunity. or am i missing anything?

Guest's picture
Guest

And for some reason I will have the opposite opinion. I think that the agency showed the brutality existing in marriages in a very subtle but convincing way. The wedding day is normally associated with all the happiness, joy, excitement and belief. And here we see well the contrast, something that does not fit together and is not normal. Women may be victims not only physically but also sociologically as well. This is what I see. As to the background picture, a think that was on purpose. To me it represents something that is fake, unnatural (like the conflicted marriages). I only agree to one mising element like "call to action". There should be a telephone number or something given.

Wordnerd's picture
Wordnerd
6662 pencils

i think we all know what this is trying to say. but you know, the problem is: it is not happening in this ad. if you think anybody sees this ad and starts to think to even notice all the stuff you mentioned and then spends another 10 minutes to interpret it in the way you planned i say: good luck.

this is weak. and by defending it by THIS argumentation you're even showing that there is a lot more missing than i first thought,

Guest's picture
Guest

and????????

more onion's picture
more onion
22 pencils

I aggree - there seems to be no ida behind it at all. Especiall puzzling because this issue can be brought to the point with so many basic effects.
Who is this agency anyhow? I couldn't find them on the web... Would love to see their homepage and their other work since they've been submitting a lot of non-profit work.

Guest's picture
Guest

And exactly what basic effects do you have in mind?

Amnesty International is not an agency, look them up.

Guest's picture
Guest

Never marry a railroad man (c) Shocking Blue

Guest's picture
Guest

very untrue ad

jdog's picture
jdog
58 pencils

Idea feels like's it's half way there

Guest's picture
Guest

pffffffffffff
relationship=marriage=wifebeating...wtf

act now! how? there 's not even a url mentioned
or maybe act now! : beat her now?

poor

mmihaelarom's picture
mmihaelarom
6 pencils

this is done horrible, really. if you look closely you can realize that the image in the back is just a printout, not a place where the image was taken.

Guest's picture
Guest

I believe that's purposely done for effect, as most wedding stills are taken in a studio.

Guest's picture
Guest

Amnesty doesn't do any ads in my country. If they did - I wouldn't waste my chance like this. This is very bad to be honest. Uninspired. Uninvolving.

Senhora Kolossa's picture
Senhora Kolossa
489 pencils

1 out of 5 agencies is crap. congrats to the team.

Guest's picture
Guest

if it's bad, it's bad.
this is bad

ADcoke's picture
ADcoke
160 pencils

D'OH

Guest's picture
Guest

And for some reason I will have the opposite opinion. I think that the agency showed the brutality existing in marriages in a very subtle but convincing way. The wedding day is normally associated with all the happiness, joy, excitement and belief. And here we see well the contrast, something that does not fit together and is not normal. Women may be victims not only physically but also sociologically as well. This is what I see. As to the background picture, a think that was on purpose. To me it represents something that is fake, unnatural (like the conflicted marriages). I only agree to one mising element like "call to action". There should be a telephone number or something given.

Guest's picture
Guest

to forced... dont like it..

Guest's picture
Guest

While I don't feel this is the most inspired image, I believe most miss the point and are nitpicking.

This is what I see; wedding pictures are always blissful and full of smiles and happiness all around. I don't think anyone sets out to marry an abusive person, the abuse and violence mount up slowly and over time it becomes common place for the abused. By portraying the abuse in this context it seems to me the concept artist and the photographer hoped to create a contrast and highlight the abuse to shock the viewer (hopefully into some sort of action.)

Again, I don't think it's particularly inspired and perhaps even falls short of the objective they set for themselves, but it is definitely not as bad as some of you seem to think it is.

Just to single out an example:


pffffffffffff
relationship=marriage=wifebeating...wtf

act now! how? there 's not even a url mentioned
or maybe act now! : beat her now?

poor

I cannot fathom how one makes the transition and equate a relationship and a marriage to wife beating. This is exacerbated by the latter comment questioning if the action is to beat her now. Not the finest comment, and seems like an indication of immaturity and inexperience.

The closing, "poor", adds nothing really, either in support of the (asinine) comments or in relation to the image. Thinking before typing is a good idea, as are capitalizing and proper grammar and form. I gather the writer doesn't like the image, but that's only a guess - could be (s)he's having a bad day and decided to lash (anonymously) just because his/her parents pay for the bandwidth. It is no science nor a secret how to find Amnesty's home page, I suggest http://www.google.com.

One more time, I think the image falls somewhat short, but the message is unmistakable if you pay more than a passing glance to it.

i am zero's picture
i am zero
142 pencils

this is poor...
just ch the link, its a great way to aproach the same issue...

http://www.youtube.com/watch?v=2DJMekWP974&NR=1

anthonanthon's picture
anthonanthon
4 pencils

Honestly guys this ad really works, The art direction is very "fine" "sensitive", th esubject is smart...
I really like it!!!

Guest's picture
Guest

there is NO twist, AT ALL. might as well show a woman with a blue eye.

no inspiration and it will therefor have ZERO effect.

Guest's picture
Guest

dont get the link between the stat and the ad. Same ad with 4 other happy couples in same position but with happiness (like for example husband kissing wife) could have make more sense to illustrate the 1 out of 5 stat. To me it's like the concept did not really end, though it started nicely...

DarkSide's picture
DarkSide
1068 pencils

bad
ad.

Guest's picture
Guest

I thought it was going to say ban forced marriages!!! well i was wrong or they were!!

Guest's picture
Guest

Goe gedaan zenne Didier en Wouter :-)

Guest's picture
Guest

I think this is okay, since it is huge shock to find out the man you married is physically abusive, and you would ask yourself if you would have married him in the first place, if you knew the probability of this dark reality.

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