Associação da Luta Contra o Cancer (ALCC): Wonder

Nobody's immune to breast cancer.
When we talk about breast cancer, there's no women or superwomen. Everybody has to do the self-examination monthly. Fight with us against the enemy and, when in doubt, talk with your doctor.

Advertising Agency: DDB, Maputo, Mozambique
Creative Directors: Anderson Lima, Zeca de Oliveira
Creatives: Sara Vale, Christiano Vendramine, Erick Vasconcelos
Illustrator: Maísa Chaves
Graphic producers: Faruk Issufo, Mauro Mussagy
Planner: Cristiana Oliveira
Accounts: Vasco Rocha, Christine Ramela, Fernanda Neves
Media: Khida Ismael
Published: December 2011

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49 comments

ricardolimpio's picture
ricardolimpio
6 pencils

Very good!

Hadrons's picture
Hadrons
5743 pencils

indeed!

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

hmaffia's picture
hmaffia
744 pencils

Nice.

coolhandme's picture
coolhandme
80 pencils

Yep.

morse's picture
morse
15046 pencils

Good work.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

Spanky's picture
Spanky
4895 pencils

boobs

shaun1800's picture
shaun1800
291 pencils

Concept done for a HIV campaign. http://www.politedissent.com/archives/1133

fotdot's picture
fotdot
659 pencils

I think it's nice work.

NicoCiego's picture
NicoCiego
1035 pencils

Well done!

shaun1800's picture
shaun1800
291 pencils

Love it how you can post a link demonstrating the ad has been done and people just carry on praising it...

Milan Solanki's picture
Milan Solanki
986 pencils

pretty

snowgoosegirl's picture
snowgoosegirl
32 pencils

Seriously!, I'm so loving it!

#okbye

goranflr's picture
goranflr
258 pencils

1st: It's done. The link that shaun1800 posted demonstrates that.
2nd: The copy is too long. They could've avoided the body text with putting just a simple and straight forward line.

A. Vinay's picture
A. Vinay
8 pencils

well commented, i agree goranflr.

Billoughsby's picture
Billoughsby
5091 pencils

The politedissent campaign that was linked looked like fifty cent shit, thus largely neutralizing it as a conversation stopper. In fact, I suspect many people here rolled their eyes when they saw the HIV campaign link, seeing it as not worth acknowledging.

So while the concept of the current campaign may have it's roots in the earlier campaign, this one is better done. --And this from someone who, honestly, isn't all that impressed with THIS campaign either.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

vote4pedro's picture
vote4pedro
4601 pencils

I disagree. The idea always trumps the execution. Yes, these are produced much better. But taking someone else's idea makes them crap. Anyone could sit down with a 10-year-old copy of One Show and reproduce old campaigns better. That wouldn't make them a great creative. It would make them a hack.

Nike Diesel's picture
Nike Diesel
13339 pencils

You've got my vote on this comment! ;)

Billoughsby's picture
Billoughsby
5091 pencils

Nothing's new. Follow the thread below and associated links if you are open to an enlightening demonstration of this fact.
Nested theft inside theft, or a confluence of people arriving at the same time at the same basic idea, out of the mash-up that is culture? You choose. But in this sort of setting, finesse of execution matters more than ever. And from twelve people working the same basic idea, you can bet one or two finished ads will still be a whole hell of a lot better than the rest.

http://adsoftheworld.com/media/print/insinuante_store_extented_warrant...

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

vote4pedro's picture
vote4pedro
4601 pencils

I disagree again. Not much is new. But occasionally you do see new and original ideas. Usually, they're for a relatively new product or service category, but not always. Sometimes they're great. Sometimes they're not. The ones that are original and great deserve to be praised. I'll even take a mediocre original idea over a copy of a great idea. At least it holds some creative integrity.

Billoughsby's picture
Billoughsby
5091 pencils

If the only people ever to use a superhero in advertising in an unexpected way were these two entities, then we could apply your criteria and grade them 10 creative versus 0 creative. That's not really the case, though.

I think we agree more than we disagree. For myself, I am a little sick of seeing all the "gotcha" links here to unremarkable work distinguished only by the fact that it may have gotten to the finish line first with a partuclar idea. Too often, when people here do that, they inadvertently show exactly how a supposed "rip-off" can achieve new clarity or critical refinement on an idea ( an idea which may not be stolen, after all, but a likewise lift from the same cultural antecedents). In these instances, a "copy" really does trump the possible source of it's inspiration. IMO, we see that about every fifth "gotcha" link floated hereabouts.

Cheers

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

vote4pedro's picture
vote4pedro
4601 pencils

Superheroes have been used many times in many different ways in advertising. The problem is that these are being used in exactly the same way. The original version of these communicated the idea clearly. The only real difference is these were done by a larger agency with more resources. They were either able to pull a favor from the illustrator or pay to produce it themselves. We both know a breast foundation didn't shell out $10,000+ per illustration on these.

The team that came up with the idea was in the same boat with it being a pro-bono "client," but obviously didn't have the resources (or resourcefulness) to produce as polished of ad. I still come away more impressed by them for having the originality to think of it.

Billoughsby's picture
Billoughsby
5091 pencils

All my comments about the linked, original campaign have one underpinning: It just didn't do it for me. I'll stop short of calling it appalling, studenty and ugly. Underdog or no underdog, bottom line, the art for the original campaign was less likable than the damnable high-budget finesse of the "rip-off" -- apologies, all graders on a curve.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

vote4pedro's picture
vote4pedro
4601 pencils

I agree the original was not well executed. But on general principle, I give no merit to an unoriginal knockoff, no matter how well produced. If I were to hand out grades, the original would get a C- for a decent idea with bad production value. This would get an F for no idea of their own. After that, how it looks is irrelevant to me. No point arguing though. I think we understand where each other is coming from. We have fundamental philosophical differences. I don't think it's ever acceptable to steal someone else's idea. And I never will.

Billoughsby's picture
Billoughsby
5091 pencils

There's a fundamental difference between trying to catch a ride on the coat tails of an idea which is perfectly realized, a 10 of 10, and, as I think happened in this case, seizing a sketchy idea because you know you can do something more interesting with it.

The latter is nothing less than the history of art, culture and life -- continuing expansion and exploration of ideas and precedents. This is a good thing, a process we can't stop. It's not theft as I think you understand it, either. Did you ever see Wally Wood's early 1950s renderings, from MAD magazine, of an aged Superman with stooped posture, pot belly, false teeth that keep popping out, hearing aid and a walker? What I am saying is, these guys didn't come up with the idea of the superhero exposed as frail or imperfect. It's been floating in the ether for decades for artists to grab a piece of whenever they needed it.

Culture is untidy. I think you want it to be all neat edges. It's not that, and never will be.

I will add that what we do is not just come up with a raw idea -- that would be enough to encourage any student or their teacher -- but make it sing, skip and soar. Lift it to the next level. If a "thief" -- your term, not mine -- accomplishes what the originator (or earlier copier) failed to do in their handling of the idea, then he has advanced the culture.

And then, yeah, I'm done. I didn't really like the boob series all that much anyway.

But that link. That ugly f*cking link.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

vote4pedro's picture
vote4pedro
4601 pencils

Copying an idea so exactly is never acceptable in this industry. It doesn't matter how well the idea was executed before and after. Stealing is stealing.

I've had it happen to me personally. When I was a student, I entered a portfolio contest in NYC and took second. About two years later, one of my campaigns ended up in Creativity. The headlines were almost word for word and the visuals were nearly identical. I checked and sure enough the writer was one of the judges from the show I had entered.

By your way of thinking, what he did was perfectly acceptable. My ads were produced on $0 budget. They were heavily photoshopped comps, pieced together from stock. They looked great for student work. But BBDO went out and spent $100,000+ on a photo shoot and made them look amazing. At the end of the day, he won a couple awards. But he's still a hack.

There's a line between inspiration and theft. These ads here and what happened to me are both well beyond that line.

Billoughsby's picture
Billoughsby
5091 pencils

What you keep leaving out is that you can "steal" a trope without being accused of stealing. Lack of originality, maybe, but not stealing. These two campaigns show a common idea floating around out there forever that is up for grabs by anyone who feels like giving it a whirl.

No idea how close your campaign was to the rip off of your campaign. Based on your comments about these two campaigns, one really has to wonder if they were as close as you say or indeed anything alike.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

vote4pedro's picture
vote4pedro
4601 pencils

The idea that even superheroes are not immune to X has not been out there forever. The Superman with aids ad was shocking enough at the time that it created international headline despite its poor execution. Tired, old ideas that have been around forever don't do that.

As for my campaign, I'm not overly concerned about your opinion (to put it diplomatically). So believe whatever you like.

Billoughsby's picture
Billoughsby
5091 pencils

Pragmatic Man vs. The Idealogue. That'd be a great comic book.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

vote4pedro's picture
vote4pedro
4601 pencils

You find yourself to be pragmatic? Funny how anyone could twist a lack of integrity into a positive. Your true calling may have been in the legal field.

Billoughsby's picture
Billoughsby
5091 pencils

You failed to thank me for twisting your rank naivete into idealism in the same breath. But you're welcome. And thanks for the laugh.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

vote4pedro's picture
vote4pedro
4601 pencils

Ideology and idealism are not one in the same. If your hope is to be condescending, you might first want to get a better grasp on the English language. Especially if you want to pass for a copywriter. Hackish as you may be.

Billoughsby's picture
Billoughsby
5091 pencils

Nice try.

One last ray of enlightenment cast your benighted way courtesy Merriam-Webster:

"idealogue: 1. an impractical idealist"

Chew on that creamy center through the New Year.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

vote4pedro's picture
vote4pedro
4601 pencils

You really do have the intelligence of a gnat. Idealism is a nobel system of belief in how society should be. Ideology is any system of beliefs in how society should be, but carries a negative connotation in contrast to idealism. Hitler was an ideologue. He was not an idealist. By the way, you might want to actually learn how to spell ideologue when you misuse it.

But the point here isn't so much that you've exposed yourself as an idiot. But that you've exposed yourself as a hack. You think there are no new ideas in the world because you are incapable of forming one.

Nike Diesel's picture
Nike Diesel
13339 pencils

+ a million votes 4pedro

Roger Keynes's picture
Roger Keynes
5497 pencils

Billo and I will fight with you against the enemy!!! ;)

Will Think for Salary

andylefty's picture
andylefty
4533 pencils

Art is nice. Idea is done.

The best version of this idea. http://creativity-online.com/work/against-breast-cancer-anyone/5207

bate_palmas's picture
bate_palmas
1479 pencils

so stoked to see great ads coming out of moz!

MicheleVirgilio's picture
MicheleVirgilio
2617 pencils

Greet!!!

kleenex's picture
kleenex
25642 pencils

I love the images.

shaun1800's picture
shaun1800
291 pencils

I thoroughly agree with pretty much everything vote4pedro has said so eloquently.

Spanky's picture
Spanky
4895 pencils

as do i. after seeing the originals, i clearly remember having seen them before. they caused quite a stir a while back.

copyninja's picture
copyninja
40 pencils

Hehe, boobs.

kumorsan's picture
kumorsan
41 pencils

Nice visual, stopper idea.

NONE™'s picture
NONE™
209 pencils

Very Good!!!!!!!!

NONE™

jessparker's picture
jessparker
89 pencils

I'm tired of super heros on advertising...

Billoughsby's picture
Billoughsby
5091 pencils

+1

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

sintra's picture
sintra
699 pencils

nice

anandbehere's picture
anandbehere
11 pencils

Challenging the whole concept of superiority, NICE

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