Comune di Siena: Grandmother
Fragile. To protect and help the third age. Call 800 300 300.
Advertising Agency: Milc, Siena, Italy
Creative Director: Giampiero Cito
Art Director: Matteo Scheggi
Copywriter: Giampiero Cito
Photographer: Bruno Bruchi
Art Junior: Benedetto Cristofani
Strategic planner: Antonio Paolo
Published: October 2009
19 Comments
Quite nice
shom
Fine idea.
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yes, agreed.
not literal enough!!!!1112
Quite really.
In advertising, Siena is the Italy of Italy.
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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!
imma liking this mucho
un po' un giochino.
goood, I like it
Clever idea and simple.
I think it's a bad idea and the message is also misguided. Do the elderly want to be known as "fragile?"
And visually showing the elderly in styrofoam peanuts as a way of expressing how "fragile" they are seems very much like the first thought. I think if any agency sat down for a day and thought of ideas for this, they'd come up with about six better concepts.
Fragile = fragile package = styrofoam peanuts....Not a good concept.
i agree with pedestrian, idea is "first thought" but still works. I'm just curious if the term "third age" exists? I have never heard of that before...wouldn't "older generation" or simply "elderly" work better?
"I don't live in Greece, Greece lives in me..."
Nooooooooooo!!! Very Disturbing. Poor people!
ugly photo
hmmm, these ads are a little patronising I think. I don't think my Mum and Dad would like them (being of a senior age themselves) and whilst you could argue that seniors are not the target audience for these ads I think the advertising message is supposed to be one of respect for the elderly, are these images respectful? I'm not so sure.
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I saw the same creative idea in Latvia - musician Aisha CD cover.
CD was on sale on 25th of September'2009.
Snobby
_
Search in Google images: Aisha Dveselite
Protect ok, but help?
lovely Idea, not sure about third age term,
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They should have wrapped the heads in plastic.
They should have wrapped the heads in plastic.