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Published/Aired: 
April 2012
Description: 
Advertising Agency: Leo Burnett, Toronto, Canada
Chief Creative Officer: Judy John
Creative Directors: Judy John, Lisa Greenberg
Art Director: Anthony Chelvanathan
Copywriter: Steve Persico
Planners: Brent Nelsen, Ian Westworth
Art Buyer: Leila Courey
Photographer: Frank Hodel
Print Producers: Gladys Bachand, Kim Burchiel
Account Director: Natasha Dagenais

Comments (20)

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Highest Rated

mertos's picture
mertos
Activity Score 904

interesting.

ace85le's picture
ace85le
Activity Score 3939

Doesn't solve the root of the problem. A chair can't steal, rob or harass you. The message and analogy is faulty.

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ScratchdCanvas's picture
ScratchdCanvas
Activity Score 30

what do you suggest, that copy should say " if you see an abandoned chair on the street you think, "it has the potential to rob me or harass me?" I disagree with you 100%....The direction is great and str8 to the point. it is exactly what one would think. good campaign for awareness of homeless youth.

adgoodie's picture
adgoodie
Activity Score 184

I don't agree with you ace85le. There's truth in what this copy says. Just the same as people would rather help a dog than a human being. I agree with this approach 100%.

sirvan's picture
sirvan
Activity Score 29860

Great line, bad art direction.

+++

"I love some things, and don't love some other things."

dbor's picture
dbor
Activity Score 1455

Is the Canada the country of homeless youth?

sirvan's picture
sirvan
Activity Score 29860

Yes. Vancouver especially. They incentivize it with free methadone and weekly stipends. Idiots.

+++

"I love some things, and don't love some other things."

mjdouglas's picture
mjdouglas
Activity Score 76

rubbish, ever seen a chair beating someone up?

advocate's picture
advocate
Activity Score 268

boring visual interesting copy

gioborde's picture
gioborde
Activity Score 1387

Forced comparison . Why base it on a paradigm that isn´t even real ?. No, Mr. Creative, its YOU who sees that in a chair, this is bad.

GiBo

Nike Diesel's picture
Nike Diesel
Activity Score 13630

+1

Wordfruit's picture
Wordfruit
Activity Score 1023

Is your audience furniture restorers?

adgoodie mentioned a dog.

Wouldn't that strike a chord with more people?

A dog might not fit as consistently with your line 'homeless youth have nothing...but potential', and I think that's a good line. But I don't think there are that many people who would straight away start thinking about the potential of the chair.

observant vicky's picture
observant vicky
Activity Score 194

I've seen same copy campaign with different visuals earlier...

karan raghav's picture
karan raghav
Activity Score 210

the bestest...

nicolausmayo's picture
nicolausmayo
Activity Score 196

nice concept

killazol1's picture
killazol1
Activity Score 354

great insight, great copy. visual... eh! But nice work

vote4pedro's picture
vote4pedro
Activity Score 4601

Actually, I see an abandoned chair on the street and think, "the asshole could have at least waited until trash day to leave his chair on the street."

ScratchdCanvas's picture
ScratchdCanvas
Activity Score 30

ones' trash is others treasure

chris harris's picture
chris harris
Activity Score 14

very nice idea. congrats, guys.

Manoma's picture
Manoma
Activity Score 1108

GREAT !

mertos's picture
mertos
Activity Score 904

interesting.

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