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Published/Aired: 
December 2011
Description: 

Print advertisment created by Y&R, Chile for Fundacion Padre Hurtado, within the category: Public Interest, NGO.

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

Comments (36)

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Highest Rated

Hadrons's picture
Hadrons
Activity Score 6041

Let's agree to disagree.

:-)

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

Jaap Grolleman's picture
Jaap Grolleman
Activity Score 6992

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
Activity Score 46931

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
Activity Score 17

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
Activity Score 6041

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
Activity Score 13630

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
Activity Score 5142

Agree with Hadrons and Nike.

This packs a terrific emotional wallop.

That's it.

Ramat Ajala's picture
Ramat Ajala
Activity Score 788

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

Nike Diesel's picture
Nike Diesel
Activity Score 13630

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
Activity Score 5142

+10 to Nike's point

That's it.

Hadrons's picture
Hadrons
Activity Score 6041

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
Activity Score 13630

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
Activity Score 6041

Let's agree to disagree.

:-)

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

Nike Diesel's picture
Nike Diesel
Activity Score 13630

Good argument...

Billoughsby's picture
Billoughsby
Activity Score 5142

Edit: What she said ^

That's it.

andylefty's picture
andylefty
Activity Score 4535

Great visuals and line.

馬善好's picture
馬善好
Activity Score 25

wow

NicoCiego's picture
NicoCiego
Activity Score 1033

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

saya's picture
saya
Activity Score 353

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

jotabjunior's picture
jotabjunior
Activity Score 42

perfeito.

MicheleVirgilio's picture
MicheleVirgilio
Activity Score 2617

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

CommandZ's picture
CommandZ
Activity Score 2498

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

allan080i's picture
allan080i
Activity Score 107

Esta Increíble!!!!! +10000

Milan Solanki's picture
Milan Solanki
Activity Score 994

nice

Sha D MOstafa's picture
Sha D MOstafa
Activity Score 6

nice work i like it

guidobarna's picture
guidobarna
Activity Score 36

Nice concept, nice art

stickynotes's picture
stickynotes
Activity Score 1094

great art. love it.

Roger Keynes's picture
Roger Keynes
Activity Score 5498

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.

The Jobless Writer
Will Think for Salary

Calliroe's picture
Calliroe
Activity Score 6

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
Activity Score 107

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
Activity Score 56

This ad totally nails it! It's excellent

Life's Beautiful!

Ammar Khan's picture
Ammar Khan
Activity Score 102

excellent

CuriousPencil's picture
CuriousPencil
Activity Score 4225

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
Activity Score 18

awesome! This is real insight

alaaelalfi's picture
alaaelalfi
Activity Score 40

Great art direction and concept as well .. Nice

backpunch's picture
backpunch
Activity Score 28

an absolutely brilliant campaign, kind of an eye opener

backpunch's picture
backpunch
Activity Score 28

an absolutely brilliant campaign, kind of an eye opener

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