Projeto Arrastão: Lines, 3

One day, someone’s problem might be your problem too.
Projeto Arrastão wants your help to support needy children to get a head start in life.

Advertising Agency: Fischer+Fala!, São Paulo, Brazil
Creative Directors: Pedro Cappeletti, Flavio Casarotti, Augusto Moya
Art Directors: Thiago Lacorte, Widerson Souza
Copywriters: Jaime Agostini, Ricardo Polinesio
Published: December 2010


abake's picture
1272 pencils

Simple idea, I like it.

writersblog's picture
556 pencils

I like the simplicity of the idea, point made.
But I don't really see how I'm gonna support these kids.
Is it money? Tender loving care? What?

HappyHour's picture
2385 pencils

I'm sure you'll find out when you follow the call to action to their website.

Billoughsby's picture
5095 pencils

Yessiree. All the above. But mostly money.

"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

writersblog's picture
556 pencils

Aha, because subway lines don't come cheap these days, right?

morse's picture
16609 pencils

Great campaign. The only thing I don't understand is the colors. Looks way to happy for the subject. Perhaps it's the identity of the brand...

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

jagadeesh's picture
747 pencils

excellent..3 weeks ago this is what i want to do...but i got no idea how to do it...the execution made me jealous...

shahidali's picture
4069 pencils

The best part of the ad is the relevance. It should connect with the reader.


aMm's picture
60 pencils

Well done.....


StarlaY's picture
310 pencils

Hmm... so I need to help a homeless kid not in sake of humanity or not because I believe that every kid needs an equal chance but because someday it my effect my very own kids? Just because of pragmatical reasons, help the orphans! because for gods sake, one day in the future, one of them may harm your kid, whom you spend tons of time and money to get him to a decent point in his life.

I feel saddened by these ads and it weakens my belief in good will and good intentions.

In addition to that, every social awareness ad is showing us what the children may become if we don't help them... But no one is saying what they may become if we do. My father who is a retired fine arts teacher and a very successful artist has spent his life in the streets between the ages 12-15. Just because someone has reached out him, he was able to go back to school and have the chance to improve his talents.
I think this type of approach may worth considering when calling people for help.

“Inspiration exists, but it has to find us working.” Picasso.

HappyHour's picture
2385 pencils

Your problem is with the brief, then. Don't blame the ad.

Klidesign's picture
209 pencils

True, though your father is one in a million...I think this ad is for PEOPLE WHO DON'T WANT TO GIVE OR HELP ANYONE...just a reminder that bad things hurt us all.

Great stuff!
Simple and clean.

CuriousPencil's picture
4227 pencils

@Starlay, a valid point very easily dismissed, sadly. You're in the charity sector, you've got 2.5 seconds to get the attention of your mark. If you use a smile, you show your mark happiness, satisfaction and safety -- cared-for kids And you watch them walk on into the Prada shop for shoes: all they're left with is "thank f*ck someone's looking after those kids, glad it's not me".

You show your mark alarm, danger, insecurity and their natural human caring urge comes to the fore, whether they like it or not. You've bought another 1.5 seconds until their rational mind kicks in and realises it's a scam for their money. By which time you can kick their feet from beneath with the copy and convince yourself into their wallet. They're outside the Prada shop with the lingering tinge of responsibility that says "Who's looking after those kids? Is it me?"

As to the style of the ad, it's a literal and figurative guilt trip. It's sh*t.

StarlaY's picture
310 pencils

Well CuriousPencil you are right. We have so little time to convince the audience about the message. But I also believe that message should be the right one. One can still create a strong, convincing and brilliant ad and do it right.
A cold hearted bastard will always behave like a jerk no matter what your mark is. Whether you threaten him with his kid may get hurt in the future or how a talented bright kid is rotting in the streets without his help... Opinions can not be changed by advertising except the ones who has a tendency to be convinced - even slightly. well at least communication theories say so.

the intention is good, nevertheless the way this ad does this not. There is so much more to say about this ad. here on the subway map we may see that it has been decided about the faiths of the homeless kids as well. They are sure to be end up as prostitutes, junkies and criminals. It's like the minority report movie, here they are judged before they committed the crime.

My posts may seem too academical in terms of political correctness and boringness. But before sending something to the outside world, I believe we must operate every inch of it. Sometimes it is too easy to be carried away by the ideas we create, the euphoria causes us to dismiss every other thing.
Oh god, I even got bored from myself while typing... but anyway, as you say on your latest post, as an industry we have so much impact over people. why not doing this job with a little sense of responsibility?

“Inspiration exists, but it has to find us working.” Picasso.

kerana's picture
533 pencils

well said Starlay

the_lizard_king's picture
1259 pencils

As much as i agree with Starlay i also believe that the ad is a very simple and creative representation of the thought. Such ads cleverly tackle sensitive issues very subtly but again are they giving out the right message? Help the homeless or they are gonna mess with your loved ones someday! I think it should be a direct message to instigate well being and compassion for the under privileged. But again you gotta extract money from people's pockets for a cause!!! So may be this concept is apt!!! Anyways a great set of ads. Good job!!!

And then GOD said...
Let there be creativity!!!

Prof's picture
1453 pencils

are you guys serious? subway map, AGAIN?! this is the definition of DONE. and no its not fresh because there's another idea attached to it.

Quite really.

LeeHarvey's picture
3045 pencils

I was about to say the same. Enough with the subway maps!

jackblack's picture
2328 pencils


kleenex's picture
35352 pencils

I do not like the idea at all..

shaun1800's picture
293 pencils

Yeah I agree this type of visual has been done before, but I've never seen the idea and the use of crossing paths used like this. I really like it.

JuanPipa's picture
12 pencils

Who tought this?, a extremely, extremely, republican?.
The insight IT'S NOT TRUE.

CuriousPencil's picture
4227 pencils

Shameful piece of work. We're advertisers, yes. And we use psychological devices to control our audiences. And we use that power to sometimes jaw-droppingly great effect. Other times, like this time, we use a very simple graphical device (the universal tube map, one step removed from the flowchart on the scale of 'easy as shit because shit is easy') to blame a parent for their child ending in a wheelchair.

I swear by Holy F*ck that our industry needs a f*cking good sit down under a tree, near water, watching flowers. Have you ever had a friend who's been cheating on their partner and everyone knows except that partner? EVERYONE? Well we're in f*cking danger of being the cheat as an industry, and that partner as our audiences, and when they find out, I'll be the one who told them. So f*cking grow up and act like an industry not a f*cking child.

[and now, some hymns....]

CuriousPencil's picture
4227 pencils

Or in brief: this advert treats the audience like a switch. They are not a switch nor a circuit. Trying to map guilt like this is a thesaurus of wrong and the agency should... oh BRAZIL you say....

Hey, nice work.

raw tuna's picture
raw tuna
841 pencils

quite interesting idea

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