Diadema City: Violence against women, Orange

It is hard to go home and realize you are safer outside.

Advertising Agency: Paz Comunicação Estratégica, São Paulo, Brazil
Creative Director: Leonardo Parnes
Art Directors: Rafael Gomes, Marcello Celli
Copywriters: Leonardo Parnes, Alexandre Henrique
Illustrator: Conrad Roset
Planner: Einhart Jácome da Paz
Executive Account: Alexandra Raffa
Published: December 2011

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9 comments

Hadrons's picture
Hadrons
5707 pencils

no

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

chicagohour's picture
chicagohour
357 pencils

the illustrations are cool but they completely fail to arouse any amount of empathy for the victims. The copy is not helping at all. The same illustrations with a different logo and minial copy can do wonders for a cosmetic brand.

Hmmmmm

Wordfruit's picture
Wordfruit
1023 pencils

Of the 3, I think this is the best idea.

But as chicago says, the illustrations don't help empathy. I think photography would work better.

Butterflea's picture
Butterflea
40 pencils

Agreed on the lack of empathy due to the illustration. Maybe it could have been powerful if it had featured shocking scenes treated in this colourful way.

Roger Keynes's picture
Roger Keynes
5497 pencils

I love tha art approach...

and while this and the previous lose the visual edge of the first

this is the only copy that (almost) works.

Sadly, the writing lets this campaign down.

Will Think for Salary

sintra's picture
sintra
699 pencils

Nice illustration , copy needs work.

Billoughsby's picture
Billoughsby
5091 pencils

"Maligned unfairly when it first appeared, Roset's work has been understood in succeeding decades to be the work of genius."
- Turn of the Century Illustration in Advertising ©2062

Maybe, maybe not. But over a stretch of days looking at this, it's clear that this is better than first impression. I struggled at first with whether there was in fact a disconnect with the message because of the bright colors the illustrator used. But I think that is a blind alley. The visual impact is there.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

Roger Keynes's picture
Roger Keynes
5497 pencils

yub :)

Will Think for Salary

MicheleVirgilio's picture
MicheleVirgilio
2617 pencils

no

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