Scouts Canada: Friends

Help menu? It's called friends.

Advertising Agency: Target, St. John's, Newfoundland, Canada
Creative Director: Tom Murphy
Creative Group Head: Jenny Smith
Art Director: Bruce Hamilton
Copywriter: Jim Francis
Published: December 2010

Related videos by Shutterstock


Gi_bo's picture
1385 pencils

I understand the strategy here, but the execution is too flat. Not appealing at all.


CuriousPencil's picture
4227 pencils

Agreed. They seem to be trying to draw kids away from computers and into the world of real-life interaction. This severely outdated view of computers as the enemy of growth is embarassingly conservative. Quite cringe-making for an agency to go along with this, or propose it. And they missed an opportunity by saying 'friends' instead of 'fellow scouts' or whatever the terminology is. Shame.

luispiter's picture
2756 pencils

i dont like... the idea??

thedesignaddict's picture
5336 pencils

This is the awkward 4th in the campaign.

mdb1974's picture
411 pencils

The girl is photoshopped in. Poorly. Think the campaign will impact parents though. It's not brilliant but it addresses a felt need.

shahidali's picture
4063 pencils

Excellent observation on imposing the girl. Wonder whether they used stock photo (!!!) for such a campaign.


jackblack's picture
2230 pencils

Horrible photography. Interesting concept direction.

Sdb's picture
1364 pencils

The copy could have been better!

Stayzk8's picture
67 pencils

was that a girl??? I thought she's one of the boys...I didn't notice 'til someone above mentioned it...well it's not strong enough...nothing..

durand_o's picture
13 pencils

Why wouldn't they have them all smiling? lol

Post new comment

We highly appreciate your comments. When commenting please acknowledge the following guidelines: Be respectful and helpful. Do not spam or link drop.
Log in or register to post comments