April 2012

Print advertisment created by Leo Burnett, Canada for Raising The Roof, within the category: Public Interest, NGO.

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)

Log in or register to post comments

Highest Rated

Nike Diesel's picture
Nike Diesel
Activity Score 13630


ace85le's picture
Activity Score 3935

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


Brand Design | Logo Design | Brochure Design | Website Design | Branding Packages

ScratchdCanvas's picture
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
Activity Score 192

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
Activity Score 29860

Great line, bad art direction.


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

dbor's picture
Activity Score 1455

Is the Canada the country of homeless youth?

sirvan's picture
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
Activity Score 76

rubbish, ever seen a chair beating someone up?

advocate's picture
Activity Score 268

boring visual interesting copy

gioborde's picture
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.


Nike Diesel's picture
Nike Diesel
Activity Score 13630


Wordfruit's picture
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
Activity Score 196

nice concept

killazol1's picture
Activity Score 354

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

vote4pedro's picture
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
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
Activity Score 1108


mertos's picture
Activity Score 904


Featured Content

Latest Collections