PRESENTSCLIO 2012

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

36 comments

Jaap Grolleman's picture
Jaap Grolleman
7004 pencils

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?

kleenex's picture
kleenex
28787 pencils

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.

FranCogMents's picture
FranCogMents
17 pencils

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.

Hadrons's picture
Hadrons
5743 pencils

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

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

Nike Diesel's picture
Nike Diesel
13389 pencils

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.

Billoughsby's picture
Billoughsby
5091 pencils

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

Ramat Ajala's picture
Ramat Ajala
622 pencils

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

Nike Diesel's picture
Nike Diesel
13389 pencils

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

Billoughsby's picture
Billoughsby
5091 pencils

+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

Hadrons's picture
Hadrons
5743 pencils

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

Nike Diesel's picture
Nike Diesel
13389 pencils

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.

Hadrons's picture
Hadrons
5743 pencils

Let's agree to disagree.

:-)

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

Nike Diesel's picture
Nike Diesel
13389 pencils

Good argument...

Billoughsby's picture
Billoughsby
5091 pencils

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

andylefty's picture
andylefty
4533 pencils

Great visuals and line.

馬善好's picture
馬善好
25 pencils

wow

NicoCiego's picture
NicoCiego
1035 pencils

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

saya's picture
saya
351 pencils

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

jotabjunior's picture
jotabjunior
42 pencils

perfeito.

MicheleVirgilio's picture
MicheleVirgilio
2617 pencils

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

CommandZ's picture
CommandZ
2474 pencils

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

allan080i's picture
allan080i
104 pencils

Esta Increíble!!!!! +10000

Milan Solanki's picture
Milan Solanki
986 pencils

nice

Sha D MOstafa's picture
Sha D MOstafa
6 pencils

nice work i like it

guidobarna's picture
guidobarna
36 pencils

Nice concept, nice art

stickynotes's picture
stickynotes
1058 pencils

great art. love it.

Roger Keynes's picture
Roger Keynes
5498 pencils

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

Calliroe's picture
Calliroe
6 pencils

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

guto_soares's picture
guto_soares
107 pencils

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.

LaBrand's picture
LaBrand
56 pencils

This ad totally nails it! It's excellent

Life's Beautiful!

Ammar Khan's picture
Ammar Khan
102 pencils

excellent

CuriousPencil's picture
CuriousPencil
4227 pencils

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.

Andrés Celedón's picture
Andrés Celedón
18 pencils

awesome! This is real insight

alaaelalfi's picture
alaaelalfi
40 pencils

Great art direction and concept as well .. Nice

backpunch's picture
backpunch
28 pencils

an absolutely brilliant campaign, kind of an eye opener

backpunch's picture
backpunch
28 pencils

an absolutely brilliant campaign, kind of an eye opener

Log in or register to post comments