Só Ação Solidarity movement / Book Biennial of Pernambuco: Book Donation, Little Red Riding Hood

Don't throw out your books. Donate them.

Advertising Agency: Paz Comunicação Estratégica, São Paulo, Brazil
Creative Director: Leonardo Parnes
Art Director: Marcelo Maciel
Copywriter: Leonardo Parnes
Illustrator: Casa do Pixel
Planner: Einhart Jácome da Paz
Executive Account: Alexandra Raffa
Published: February 2012

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10 comments

kleenex's picture
kleenex
30008 pencils

THREE WINNERS!!!!

Ramat Ajala's picture
Ramat Ajala
622 pencils

Execution: 9
Idea: 7

Jaap Grolleman's picture
Jaap Grolleman
7004 pencils

I don't like it. For me there's no incentive. Besides - is this really a problem? I can scarcely believe it.

observant vicky's picture
observant vicky
194 pencils

just a good piece of art nothing else.

pierrelastname's picture
pierrelastname
2869 pencils

i like!

Hadrons's picture
Hadrons
5743 pencils

"Little red riding hood is homeless"
What a guilt trip!
If they were Jewish I would understand where it was coming from..
But these ads 'plant guilt' into people for not donating their books and throwing them out instead- that doesn't make the other side read them or appreciate what literature is all about. (they'll end up throwing them as well)
So, for me, the entire guilt campaign is a failure.

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

MK-tessa's picture
MK-tessa
216 pencils

Agree with everyone else. Just good art lack of a concept. Seems like a first thought. (5 stars for the good art)

CuriousPencil's picture
CuriousPencil
4227 pencils

Maybe it's lost in translation so, benefit of the doubt. If not, all they had to do was say "Give books a good home."

mertos's picture
mertos
899 pencils

ok

CuriousPencil's picture
CuriousPencil
4227 pencils

I am almost torn asunder by your insightful remarks; if I could re-engineer your mindset or keyboard to such ends that every time I see a comment I make somehow bookended by "ok" with your stamp on, why, I may be almost comedic in my helium proclivity, lighthearted almost!

What say you, that every time you 'ok' an effort from one of these advertising community, that it is a sock donation, to the unfortunate community of opinion-less scared people. Unlike us, me and thee, who can express ourselves further than two fingers eyes-closed on your right hand, say.

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