Casa Do Menor: Hands

Certain things hang on forever.
Set the kids free from abuse and violence.

Advertising Agency: Mccann Erickson, Spain
Executive Creative Director: Marco Cremona, Gaetano Del Pizzo
Copywriter: Valerio Delle Foglie
Art Director: Federico Fanti
Photographer: Akim Lipphot
Postproduction: The Scope

January, 2010


Davosk's picture
4815 pencils

Tastefully done while keeping the impact.

ACreativeSpirit's picture
176 pencils

well done, the visual is strange enough to stick in your mind

Always try to be unique even when forced to conform.

SAM75's picture
220 pencils

The hands are protecting the kiddo? Or touching her? :d

talkingisfree's picture
2710 pencils

Very nice visual.

dadada's picture
1720 pencils

i don't understand the meaning, although the execution isn't bad

Everybody is creative, be yourself.

Jaap Grolleman's picture
Jaap Grolleman
6992 pencils

Shocking :O surely makes an impact

Wonder how they made this though? Photograph a naked child? That's a bit ironic.

CopyRight's picture
713 pencils

Certain things hang on forever, just like this ad will ! Gr8

Simon_Winnall's picture
7 pencils

I Bet Mr Toledano l pleased with this! NOT

Simon Winnall Photographer

HV's picture
212 pencils

Really nice visual... but heay who is the target here?

We all think its great and none of us would do anything to a child.. but will this ad help? I think not. Why not let me know how I can help or what I can do. (sure they got a url on there but really is this they way to try and change anything?)

It seem to want to target the child molesters and I dont think they give a ####.

It seem like the main focus is to show ad industry, look I can create an nice print ad... I find this approach too easy. And Im not saying that the print itself isn't nice. Its great looking and a nice visual twist, but unfortunately effect less in my opinion.

Jaap Grolleman's picture
Jaap Grolleman
6992 pencils

I understand what you're saying, and you're partly right, but these foundations still run mostly on money donations.

But yeah, this ad won't help against the sick mind of pedophilists. I suggest direct mail with a bomb attached would do.

michdec's picture
440 pencils

I don't know if this was actually their intention but here's a scenario; someone who may be suspecting a child is being abused but doesn't have the courage to say anything might see this ad. Maybe because of it they pipe up. I think it could work in a situation like that.
I don't think there is any ad that could really be effective targetting child molesters - I think it has to be about awareness so that others around the situation can pick up on it

thedesignaddict's picture
5403 pencils

Like everyone else, I like the image. 10/10. Very powerful and beautifully articulated.

I do think there is a valid point made by HV, in so much as that I don't know what this ad really accomplishes. Who is the target group? I'm all for awareness, but what about some resolution? A clearer call to action etc...

Chori Arg's picture
Chori Arg
173 pencils

ooooh, thats disturbing!

mikeelrapido's picture
1929 pencils

Great visual, really shocking, strait to the point.


keithstoeckeler's picture
425 pencils

I know the point of the ad, but this is borderline uncomfortable to look at...

thedesignaddict's picture
5403 pencils

Wow, that's too close.

silvi's picture
4172 pencils

The same thing! But i prefer this photo.

ww.ww's picture
15 pencils

They took the risk to do a better job and they've done a good job at that. You can tell which one is better.

Even at Cannes, judges know what's been done..but if it's done better then it wins.

Gualcor's picture
978 pencils

Oh Michael...

Stay low, move fast. Kill first, die last. 1 shot 1 kill, not luck, just skill.

flavourfish's picture
125 pencils

Nice visual, but maybe to visual.... Shocking, so it might work.

Hibon's picture
3734 pencils

Strong ad....done but this is a very nice visual.

Simple ideas are the best !

everartz's picture
7609 pencils

wow!!! awesome retouching!

| Everartz |

J Designer's picture
J Designer
2420 pencils

wow creepy! nice work.

Rabubi's picture
560 pencils

This is way too creepy. What are those hands doing to her. It's far too ambiguous.

Fridgerator's picture
458 pencils

Ambiguity adds to the power of the ad, no?

The concept is only as good as the execution.

SebastianGrecco's picture
27 pencils

great art direction

cop's picture
18 pencils

Concept: done
visual: done

naseer's picture
57 pencils

I like this ad.. it is well redone
I dont think those sick people would stop what they are doing for any ad ... so the ad should be directed to those around them
and this ad would do the work

crazy trayzee's picture
crazy trayzee
28 pencils

i'm with you, sam75. the visual is kinda scarily confusing.

JopyCunior's picture
220 pencils

still, not spanish. Italian. McCann Italy.

kgeiger's picture
7287 pencils

Milan to be exact.

winamelia's picture
24 pencils

great feels so scary for a lil girl..

Hiperion's picture
3138 pencils

Concept: passable but bored.
Art: done.

rolling.stone's picture
2740 pencils

issue is very sensitive, visual is shocking

somewhat i think copy would be originally written in Spanish, translation is not that perfect


~ Quite obviously, I have gathered no moss ! ~

Anima's picture
59 pencils

This one definitely works.

It's making my skin crawl.

Guest's picture

This repulsed me to no end. So hard hitting. You truly get the message.

Guest's picture

It's looking very fine

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