February 2011

Trojan horse as a symbol of the trick on how the medicinal instruments and machines could get into hospital where they will fight the diseases and disorders.

Print advertisment created by Jandl, Slovakia for Coop, within the category: Retail Services.

Help us win where needed
Your 2% tax deduction will help to get modern devices into hospitals

Advertising Agency: Jandl, Bratislava, Slovakia
Creative Director: Pavel Fuksa
Art Director: Matus Nemcik
Copywriter: Adam Rovny
Photographer: Jan Rambousek
3D: Playground

Comments (14)

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YJ's picture
Activity Score 375

Cool art direction and execution, but the concept is escaping me. Why a trojan horse?

abake's picture
Activity Score 1264

It doesn't make much sense to me... the Trojan Horse was a ruse to fool the enemy, it seems like the wrong analogy to use here.

Boxey's picture
Activity Score 8881

Points for creative effort on a healthcare account, but I agree with YJ and abake.

CommandZ's picture
Activity Score 2498

Another voice joins the choir. A Trojan horse always denotes a negative connotation. I don't see the logic in using it here. Nice art direction though.

QuentinFachon's picture
Activity Score 23

Totally agreed...

jatoba's picture
Activity Score 32

Grande execução, mas o Cavalo de Tróia é um mau presente, um truque, uma trapaça. Acho que isso vai contra o que o conceito quis passar... Obrigado!

Jules sans Jim's picture
Jules sans Jim
Activity Score 45


thedesignaddict's picture
Activity Score 5403

Without the benefit of the Trojan Horse explanation below the post, I would have no idea what I am looking at.

Photography: 7/10
Art Direction: 2/10
Copy: 1/10

Billoughsby's picture
Activity Score 5142

I believe trying to get the reader to feel that they are co-conspirators with the charity in 'putting one over on' a bureaucratic system -- for good -- was the idea. And it could have worked.. Just not sure the art here is best for that.

That's it.

atb2005's picture
Activity Score 13557

I agree. Maybe that's why the copy says "help us WIN". And if that's really the case, then the art, imo, does work.

Billoughsby's picture
Activity Score 5142

Yeah. We 'got it' right away, too. It's growing on me. Too much fault-finding zeal, I guess. :)

That's it.

TommyO's picture
Activity Score 1866

I didn't get the horse thing.

freakart's picture
Activity Score 534

I think the idea is to, vote for that tax deduction thing, so they can get the money. So the trojan horse is for the law, that lets them get the goods. Trojan horse is the tax deduction, taht brings benefits. Ok this has gone totally wrong, trojan horse brings only bad things.


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Billoughsby's picture
Activity Score 5142

IMO: Whether it brings bad things depends on whether you're Greek or Trojan. The ad asks us to" be Greek" if only long enough to smuggle something good into the system.

That's it.

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