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


Guest's picture

Quite nice

mikeelrapido's picture
1929 pencils

Fine idea.


hagemony's picture
335 pencils

yes, agreed.

Prof's picture
1453 pencils

not literal enough!!!!1112

Quite really.

Juan Cabral's picture
Juan Cabral
709 pencils

In advertising, Siena is the Italy of Italy.

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

imma liking this mucho

Guest's picture

un po' un giochino.

Guest's picture

goood, I like it

Guest's picture

Clever idea and simple.

Pedestrian's picture
492 pencils

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
1172 pencils

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
4172 pencils

Nooooooooooo!!! Very Disturbing. Poor people!

Guest's picture

ugly photo

martois's picture
67 pencils

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.

Carbon neutral branding, graphic design, web design and digital agency based in Manchester UK |

Graphic design Manchester | Website design Manchester

Guest's picture

I saw the same creative idea in Latvia - musician Aisha CD cover.
CD was on sale on 25th of September'2009.
Search in Google images: Aisha Dveselite

Guest's picture

Protect ok, but help?

rolling.stone's picture
2740 pencils

lovely Idea, not sure about third age term,


~ Quite obviously, I have gathered no moss ! ~

Guest's picture

They should have wrapped the heads in plastic.

freakybro's picture
7 pencils

They should have wrapped the heads in plastic.

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