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Grandmother

Agency: 
Published/Aired: 
October 2009
2267
Description: 

Print advertisment created by Milc, Italy for Comune di Siena, within the category: Public Interest, NGO.

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

Comments (19)

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Highest Rated

freakybro's picture
freakybro
Activity Score 7

They should have wrapped the heads in plastic.

Guest's picture
Guest

Quite nice
shom

mikeelrapido's picture
mikeelrapido
Activity Score 1929

Fine idea.

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hagemony's picture
hagemony
Activity Score 335

yes, agreed.

Prof's picture
Prof
Activity Score 1449

not literal enough!!!!1112

Quite really.

Juan Cabral's picture
Juan Cabral
Activity Score 709

In advertising, Siena is the Italy of Italy.

***
http://ad-genius.blogspot.com/
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!

Guest's picture
Guest

imma liking this mucho

Guest's picture
Guest

un po' un giochino.

Guest's picture
Guest

goood, I like it

Guest's picture
Guest

Clever idea and simple.

Pedestrian's picture
Pedestrian
Activity Score 492

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.

Hellas's picture
Hellas
Activity Score 1172

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..."

silvi's picture
silvi
Activity Score 4172

Nooooooooooo!!! Very Disturbing. Poor people!

Guest's picture
Guest

ugly photo

martois's picture
martois
Activity Score 67

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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Guest's picture
Guest

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

Guest's picture
Guest

Protect ok, but help?

rolling.stone's picture
rolling.stone
Activity Score 2741

lovely Idea, not sure about third age term,

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~ Quite obviously, I have gathered no moss ! ~

Guest's picture
Guest

They should have wrapped the heads in plastic.

freakybro's picture
freakybro
Activity Score 7

They should have wrapped the heads in plastic.

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