Pardons Direct: Handcuffs
Advertising Agency: Hot Tomali, Vancouver, Canada
Creative Director / Copywriter: Thomas Stringham
Art Director: Richard Henderson
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4 Comments
I like the use of the handcuff - nice ambient idea but who is it taking to. The criminals who are going to jail or normal citizens like me? It is like they are preempting something?
Meh.
Good question little cake. Here's some insight:
As much as 10 percent of all Canadians have some kind of a past criminal record (over 3 million people). Many of these people have made a mistake years ago (DUI, marijuana possession, etc.) and they probably don't even think about their past anymore. As a matter of fact, to be eligible for a pardon one needs to wait at least 5 years with no repeat offenses. The target audience is largely male with a reasonable income (the process costs in the neighbourhood of $500-$1000). Most of these clients are people who made a mistake, but have since moved on to be professionals, family people, etc. Hardened criminals who are in and out of jail on a regular basis aren't even eligible.
I won't hold those questions against you as I'll assume you're not in the target audience. ;-)
ok.
*****
SJB