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School Photo

Agency: 
Published/Aired: 
September 2010
Description: 
Advertising Agency: Ogilvy, Auckland, New Zealand
Group Heads: Martin Hermans, Richard Loseby
Executive Creative Director: Damon O'Leary
Art Director: Freddie Coltart
Copywriter: Matt Williams
Photographer: Meek
Retoucher: Adrian Fitzgerald

Comments (29)

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Highest Rated

babaonwww's picture
babaonwww
Activity Score 26

its really great... strong message.... memorable..... this ad will remind them when reach near school school I like it...
This is the creativity it can hold audience's heart.

Anonymous Author's picture
Anonymous Author
Activity Score 1541

Strong community message, particularly if that is an actual victim. Kudos and condolences to family if so.

Write a wise saying and your name will live forever – Anonymous.

http://www.anonymousauthor.co.nz
www.twitter.com/@anonauth

atb2005's picture
atb2005
Activity Score 13561

I doubt that's an actual victim. The message would be even stronger if that was the case though. In any event, great ad!

abake's picture
abake
Activity Score 1264

Great ad.

Roger Keynes's picture
Roger Keynes
Activity Score 5498

Subtly unsettling. Job done.

The Jobless Writer
Will Think for Salary

mmackinven's picture
mmackinven
Activity Score 1608

Nice, like :) Go Loseby!!!

Jaap Grolleman's picture
Jaap Grolleman
Activity Score 6992

Lovely. Funny how he's the only one smiling =)

Lucylu's picture
Lucylu
Activity Score 109

Yes, that bit caught my eye too. A good effort.

Guest's picture
Guest

They get to wear sneakers at school awesome... I love the ad its great!

Guest's picture
Guest

Oh come on! It 's a dead kid among alive kids... very touching but where is the creativity???

bloomonkey's picture
bloomonkey
Activity Score 99

I like the toning in the ad, it looks really bleak and sinister which I think adds to the impact.

"Never try teaching a pig to sing, its a waste of time and annoys the pig" - Robert Heinlein

Elmārs Ārnieks's picture
Elmārs Ārnieks
Activity Score 840

nice

Life is a joke. Laugh.

Psicowalrus's picture
Psicowalrus
Activity Score 13

no creativity at all.

Matt Tonkin's picture
Matt Tonkin
Activity Score 168

How so? It's creative in that it makes you take a second to think it over before you completely understand it. It's creative because it doesn't specifically state the absent child died, it is implied by the line and the sad faces. Just because it is not "flashy" overall doesn't make it uncreative.

F.Abboud's picture
F.Abboud
Activity Score 218

@Psicowalrus; can you just give us a description of how would you do it more creatively please; thanks.

Libor Oubrecht's picture
Libor Oubrecht
Activity Score 309

Where is the idea?

atb2005's picture
atb2005
Activity Score 13561

It's right there in the photo

elyoshiro's picture
elyoshiro
Activity Score 546

Very nice,

HappyHour's picture
HappyHour
Activity Score 2381

at first glance thought it was an ad for improving schools (the kid not there is the only one smiling and happy). interesting thought here, I'm not sure if it's believable that this is the way a school would treat a class photo had one of the children died though...

Roger Keynes's picture
Roger Keynes
Activity Score 5498

oh ffs... if half you guys had stayed in school long enough to be in your own school/class photos... you'd know that any student that is away from school that day is still noted/included.

The Jobless Writer
Will Think for Salary

keithstoeckeler's picture
keithstoeckeler
Activity Score 425

Very well communicated and great tone for a print ad.

silvi's picture
silvi
Activity Score 4172

Shocking, strong message.

thedesignaddict's picture
thedesignaddict
Activity Score 5403

Effective + memorable.

Guest's picture
Guest

Nice work

Guest's picture
Guest

As an auckland kiwi I have to say the grey dark tones really does remind me of Papakura.....

Great add :>

bobby666's picture
bobby666
Activity Score 1460

masterpiece of an ad. it really made me think twice and filled me with compassion. superb guys.

Guest's picture
Guest

Would have worked without the picture of the dead dude too. TAKE IT OFF! TAKE IT OFF!

Dzsoi's picture
Dzsoi
Activity Score 8135

Very strong, emotional and I love the straight, human tone of the copy. Good thinking, man!

Guest's picture
Guest

too literal?

babaonwww's picture
babaonwww
Activity Score 26

its really great... strong message.... memorable..... this ad will remind them when reach near school school I like it...
This is the creativity it can hold audience's heart.

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