Fundacion Padre Hurtado: Drunk

You're the key

Advertising Agency: Prolam Y&R, Santiago, Chile
Executive Creative Directors: Alvaro Becker, Francisco Cavada
Art Director: Sergio Araya
Head of Art: Emerson Navarrete
Illustrator: Gonzalo Arevalo
Published: December 2011

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36 comments

6926 pencils

Jaap GrollemanMonday, January 2, 2012 - 12:18

Whilst I really love the 'You are the key', I'm a bit puzzled. Does this speak to parents? Does it speak about parents even?

http://jackmancer.com/
http://twitter.com/jackmancer/

15760 pencils

kleenexMonday, January 2, 2012 - 12:34

I say all the ads are supposed to speak to the parents, but I do not feel it is doing the best of all jobs doing it.

17 pencils

FranCogMentsThursday, January 5, 2012 - 05:45

I think instead of speaking to parents directly, by having the part where it says "You are the Key" positioned directly to the audience, it transforms the person viewing the ad (regardless if they're a parent or not) as a person empowered to take action and help the kid out.

http://francogments.wordpress.com/

https://twitter.com/FranCogMents

5644 pencils

HadronsMonday, January 2, 2012 - 12:38

Excellent campaign - as well as important. I like the concept.

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

13048 pencils

Nike DieselMonday, January 2, 2012 - 13:07

A very strong and durable concept. And one hell of a line. Pure love for the artwork and layout.
And, I would love to see this in other media.

5103 pencils

BilloughsbyMonday, January 2, 2012 - 14:04

Agree with Hadrons and Nike.

This packs a terrific emotional wallop.

"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

469 pencils

Ramat AjalaMonday, January 2, 2012 - 15:39

Very good concept, but visualization not new:
http://adsoftheworld.com/media/print/olympus_e3_jaguar?size=_original

13048 pencils

Nike DieselMonday, January 2, 2012 - 16:31

Damn! Excellent memory :)
You are right IMO. EXCEPT, here the visual is the other way around. Which IMO makes all the difference.

5103 pencils

BilloughsbyMonday, January 2, 2012 - 16:37

+10 to Nike's point

"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

5644 pencils

HadronsWednesday, January 4, 2012 - 03:05

I just saw you comment, and although some time passed, i have to say for the record: It is not the same!!!.

In the Olympus ad, the beast, the predator, is within (and can get out if you look at the 'lens'), and that is exactly the selling point.

Here the victim, the prey, is in the cage - and the observer (it may very well be you) - witness the violence, the preditor - you have the key to help.

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

13048 pencils

Nike DieselWednesday, January 4, 2012 - 09:14

Visually it's the same, so you're kinda wrong. But the meaning of both visuals is different.

And IMO you also got the meaning of the visual wrong. : "... the predator is within (and can get out if you look at the 'lens'), ...
It's rather to capture or incarcerate something, in/on your camera.

5644 pencils

HadronsWednesday, January 4, 2012 - 09:42

Let's agree to disagree.

:-)

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

13048 pencils

Nike DieselWednesday, January 4, 2012 - 09:59

Good argument...

5103 pencils

BilloughsbyWednesday, January 4, 2012 - 09:02

Edit: What she said ^

"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

4426 pencils

andyleftyMonday, January 2, 2012 - 17:25

Great visuals and line.

25 pencils

馬善好Monday, January 2, 2012 - 19:29

wow

953 pencils

NicoCiegoMonday, January 2, 2012 - 21:11

Awesome campaign , I hope the print ads reaches its target.
Best of luck to the foundation.

321 pencils

sayaMonday, January 2, 2012 - 22:10

i lik the copy and installation: really awesome art direction!

http://vinaysaya.com/

42 pencils

jotabjuniorTuesday, January 3, 2012 - 08:06

perfeito.

2631 pencils

MicheleVirgilioTuesday, January 3, 2012 - 10:23

Very good campaign. Hard concept, clean message and very nice art work. congrats.

http://www.mandarinoadv.com

2357 pencils

CommandZTuesday, January 3, 2012 - 13:45

Very impactful. Would love to see this in other media.

81 pencils

allan080iTuesday, January 3, 2012 - 18:53

Esta Increíble!!!!! +10000

http://www.behance.net/allanjimenez

976 pencils

Milan SolankiWednesday, January 4, 2012 - 08:09

nice

6 pencils

Sha D MOstafaWednesday, January 4, 2012 - 17:26

nice work i like it

36 pencils

guidobarnaThursday, January 5, 2012 - 01:35

Nice concept, nice art

1020 pencils

stickynotesThursday, January 5, 2012 - 08:53

great art. love it.

5399 pencils

Roger KeynesThursday, January 5, 2012 - 23:08

Interesting but a tad esoteric, I would have thought.

Especially talking to the younger market.

Responsible drinking ads are far more hard hitting in Australia.

Will Think for Salary

6 pencils

CalliroeSaturday, January 7, 2012 - 19:16

Something feels wrong.
The concept's good and I can sense what they were trying to say.
I'm not fully convinced though.

109 pencils

guto_soaresWednesday, January 11, 2012 - 17:59

I really enjoyed.

It had been a long time since I saw a campaign as creative as that for a subject so often traversed.

The art direction is perfect. Well executed, made the idea more than clear, well-chosen location and casting.

Concept and message as good as well.

Congratulations.

49 pencils

LaBrandTuesday, February 21, 2012 - 22:13

This ad totally nails it! It's excellent

Life's Beautiful!

102 pencils

Ammar KhanTuesday, March 6, 2012 - 07:55

excellent

4317 pencils

CuriousPencilMonday, March 12, 2012 - 22:48

Floored, totally and entirely hammered, and while I'm making drunk jokes...

It is humbling to see a campaign that can wrap itself around a cliche: 'you are the key' until about 2 minutes ago sat in my mind with 'new horizon' and 'next generation' as a horrible tired old thing. I am just grinning and nodding and happy and delighted to see old words mean new things, totally in approval of this: the care in this campaign, in photography, in the maquettes, everything, I really want to shake hands on this, nothing, nothing but great, I wish you and your clients and their people and... everything, an excellent well.

18 pencils

Andrés CeledónTuesday, March 20, 2012 - 11:20

awesome! This is real insight

40 pencils

alaaelalfiWednesday, March 21, 2012 - 23:42

Great art direction and concept as well .. Nice

28 pencils

backpunchWednesday, February 20, 2013 - 08:54

an absolutely brilliant campaign, kind of an eye opener

28 pencils

backpunchWednesday, February 20, 2013 - 08:54

an absolutely brilliant campaign, kind of an eye opener

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