Hide, 2

June 2009

Print advertisment created by Imagine, Netherlands for, within the category: Public Interest, NGO.

Should you have to hide the real you to be accepted?

Advertising Agency: imagine’, Amsterdam, Netherlands
Art Director: Sander Jacobs
Copywriter: Sander Bergmeijer
Director: Mike van Diem
Photographer: Oscar Seijkens
Music: Massive Music

Comments (5)

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GMD10's picture
Activity Score 142

This campaign runs in Holland. You know the land of Amsterdam, the Sodom and Gomorra of Europe.

We have a long running (and heated) discussion over here whether a multi-cultural society is sustainable and how to balance equal treatment on a plethora of backgrounds. With diverse wants and needs. And multiple do's and don'ts.

So sometimes a concept can - or must be - simple and even cliché to do justice. You don’t want to exclude any ethnic group or other minority by complicating the message. The objective is broad awareness to handle these matters with care by every inhabitant. Including the people who arrived here instead of being born out of Dutch generations.

Humor could accidently do the opposite. It is walking on a knife’s edge. Not only for the creators but also for the client, the government, who has political responsibilities related to order & law. (Human rights and such.)

Reality Check's picture
Reality Check
Activity Score 2539

Presuming the communication is that the man has to pretend he is in a heterosexual relationship, for fear of discrimination, then shouldn't the OTHER guy hold the face-sign over his boyfriend's face?

At the moment, the message appears to be coming from the sign-holder, i.e., the concealed man, who appears to be communicating, "I have to pretend to be a woman for fear of discrimination." (I am safely assuming that this is not what the ad wants to convey.)

Otherwise, it's a very good campaign.

Guest's picture

This one is really good, the other ones lack the poison this one has

Guest's picture

"And the rib, which the LORD God had taken from man, made he a woman, and brought her unto the man. And Adam said, This is now bone of my bones, and flesh of my flesh: she shall be called Woman, because she was taken out of Man. Therefore shall a man leave his father and his mother, and shall cleave unto his wife: and they shall be one flesh."
Genesis 2: 23-24 (KJV).................................these adds are just excuses for this type of sexual behavior and God shall judge in the end......

Mark Purity's picture
Mark Purity
Activity Score 11

I think this advert copy is really captivating. This is because the imagery used cannot just go unnoticed. This means that whatever message this copy is trying to pass will surely be passed across as this advert has been done in a way that it is able to grab readers' attention very quickly.

{Caleb University. Lagos, Nigeria}

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