Pedestrian Council of Australia: Family, 1

Kill a kid. Kill a family. Slow down in school zones.

Advertising Agency: Saatchi & Saatchi, Sydney, Australia
Executive Creative Director: Steve Back
Creative Director: David Bowman
Copywriter: Steven Jackson
Account Manager: Alexandra Klujin
Account Supervisor: Chris Yong
Art Buyers: Skye Houghton, Alice Quiddington
Art Director: Vince Lagana
Photographer: Gary Sheppard
Other Credits: Marcus Thyer @ Cave

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47 comments

Notorious's picture
Notorious
631 pencils

This ad reminds me of balling. I believe this ad promotes playing car-balling.

outsmart me, if you can

Guest's picture
Guest

Disturbing... I like it!

Ed Mintone's picture
Ed Mintone
585 pencils

excellent.

Guest's picture
Guest

Such a stupid campaign winning Cannes! Shame on Cannes!

she_kai's picture
she_kai
221 pencils

i agree with u
hit from back of the car?! What the f**k~~~

Guest's picture
Guest

the car's apparently hit them and moved . . .

LeeMoh's picture
LeeMoh
424 pencils

Hit from front... nut!

It is a nice ad.

Guest's picture
Guest

Really it's a stupid campaign..!

Adaddicted's picture
Adaddicted
3435 pencils

Looks so fake... poor retouching ; (

withalltherespects

Guest's picture
Guest

i cant find out the school zone out of three visuals...

Guest's picture
Guest

great concept, bad execution ... bad art work,

Guest's picture
Guest

man they really get to the point in safety ads in austrailia

Guest's picture
Guest

you should have zebra mark on the road. thats when it will have more impact, the child is not supposed to cross along where there is no mark, that is another education for the child. good stuff anyway

Guest's picture
Guest

it's about school zones, not pedestrian crossings.

federo's picture
federo
781 pencils

great, true,

Guest's picture
Guest

Oh, I was going to kill a kid, but then I thought, OMFG, that kid probably has a family, so I like, shouldn't kill him. Is that the logic here?

mark3r's picture
mark3r
1940 pencils

The line is good, the art needs so much work... the execution isn't dramatic (Like it should be), also it's poorly detailed, shadows are absurd, lighting logic is completely ignored.. sorry fellow art director, you need more practice.

:::MARK3R:::

Guest's picture
Guest

Controversial.

Guest's picture
Guest

Hey Mark3r,

The art director won a Gold Cannes Lion for this campaign.
I think he needs to be anything but sorry.

What have you won?

Pete

Guest's picture
Guest

pete,
if you know anything about awards...especially cannes...you'd know there's more than just good old fashioned judging...politics galore. The Aussie's ruled this year...lobbies work. I think many memeber of AOTW can attest to this.

Guest's picture
Guest

Disturbing but I guess that's what they were going for...

Guest's picture
Guest

this looks like road safety ad. people crossin gettin hit by the car.... no clear message conveyed. sorry

Guest's picture
Guest

No theres a clear message some people are too thick to absorb

Guest's picture
Guest

Poor retouching :( copywriting is good anyway

Guest's picture
Guest

they got hit from the front and went over...they didn't get hit from the back hence the skid marks.
its showing that phyiscally u killed a kid emotionaly u killed the whole family.

Guest's picture
Guest

the car didn't brake until after hitting the kid.. obviously the driver is under the influence of narcotics and this ad is promoting the use of drugs while driving

Guest's picture
Guest

Is that shopped? I saw something ostentatious on www.oakleafmarket.com that reminds me of it.

Guest's picture
Guest

Kill a kid, kill a family? DON'T MIND IF I DO!

Guest's picture
Guest

Worst photoshop ever.

Guest's picture
Guest

Now lets see you do that with a real product and a real brand. PS advertising is easy and shouldn't be eligible for awards.

Guest's picture
Guest

I agree with most others, the idea was good on paper but whoever put this together just isn't very good at visualization. Shadows don't become less opaque the further away the subject is from the ground, just look at the tree in the background for crying out loud. I think it would make more sense if this was happening off the other end of the vehicle, most people bounce off cars rather than go flying above and over them, was the kid jumping across the street? Just ridiculous.

Guest's picture
Guest

Good Idea... n Art Direction.... But when flying there should be motion blur when flying & Dirt or smoke from rear tire looks easily artificial ! Over all good retouching.

Guest's picture
Guest

Good Idea... n Art Direction.... But when flying there should be motion blur when flying & Dirt or smoke from rear tire looks easily artificial ! Over all good retouching.

Guest's picture
Guest

too gruesome. this aint communication !

Guest's picture
Guest

Not a big fan of the processing. But I like the idea.

http://akshatgait.com

Guest's picture
Guest

JUST SO SO

Guest's picture
Guest

I think I need a shrink, cause this ad made me laugh out loud...

Jayesh Ghadiali's picture
Jayesh Ghadiali
2 pencils

Are we still in the school?

Regards
J K Ghadiali

Guest's picture
Guest

clear idea. good writing. poor retouching. did it deserve a gold lion? that's as subjective as the business itself.

Guest's picture
Guest

DONT BUY THIS CAR
YOU WILL KILL PEOPLE

rachael.jones's picture
rachael.jones
50 pencils

Congratulations....
Really has to be d winninig entry,
you can send the same entry to social print advertising award organized in India.
11th International Concerned Communicator Award which is open for entries.
The winner gets to win a cash of US $ 11,000. there is no entry fee for this.
Guess u wud like to try ur chance. all u need to do is fill in the entry form, attach ur ad and send it to cca@rajasthanpatrika.com.
u can visit www.concernedcommunicatoraward.org for more details.

Guest's picture
Guest

I thought this was rather direct and easy to understand.

I like the overall art direction too :)

Guest's picture
Guest

great idea, huge impact. Screw you loosers who just complain about other ppl work...

Cheers from Brazil!

Guest's picture
Guest

pls. appreciate the winner
join the competition, and then, do your best!

manumartin5's picture
manumartin5
1202 pencils

good social ad.

ortega's picture
ortega
41 pencils

wow!

jackcoooper's picture
jackcoooper
93 pencils

good idea

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