Save the Children: Sudoku

Today five million children could not get anything to eat.
And almost nobody noticed.
Save the Children
Tommorrow is a today's decision

Advertising Agency: Shackleton
Creative Director: Juan Nonzioli
Art Director: Pablo Gonzalez de la Peaa
Copywriters: Juan Nonzioli, Cesar Sastre
Production Manager: Itxaro Vicuaa
Account Director: Marta Gutiarrez
Account Executives: Marta Gayoso, Zaida Vazquez
Brand Manager: Alison Gallagher
Image courtesy of D&AD

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5 comments

Jet Propulsion Lab's picture
Jet Propulsion Lab
10683 pencils

The puzzles are almost completely blocking the visual behind them. Just a slight ghosting back or using low percentage black for the art will definitely help. But the puzzles have to remain as the "first read" in the ad to pay off the message. The tag line feels a bit clunky, but I still get the message.
Nice juxtaposition of two completely different elments. No new technique, but when done right, very effective.

musback's picture
musback
355 pencils

Well, i guess thats the point... you're so focussed on useless things that the real things that matter don't get any attention... they are literately blocked out by the puzzles
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New Blog @ http://musback.blogspot.com

Jet Propulsion Lab's picture
Jet Propulsion Lab
10683 pencils

You're absolutely right. That's the point of the ad.
But it can not be "blocked out" entirely. Then, what's the point of having a photograph? Personally, I want for the background visual to be able to see through the puzzles just a tad more like the other two in the campaign. I want to see what the kids are doing behind them (not that it's crutially important to the concept, but still...) Maybe it looks better on a printed page rather than on a laptop computer screen in a dark room!

musback's picture
musback
355 pencils

i completely agree!
but if you watch the large thumbnail from a rather large distance, the photograph gets more visible. but still not clear enough to see what's really going on. (here also laptop in dark room hehehe)
i think in print it would be rather clear, and you'll want to look closer to see what that "white stuff" is :) but i don't know...
the ad is good, but this one is indeed, as you said, too "clogged up"
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New Blog @ http://musback.blogspot.com

puppiepoppy's picture
puppiepoppy
1636 pencils

This campaign wins at D&AD 2007! Bravoooo guys!

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