Today FM: Penguin

Shave or dye 2011
Watch out for nesting penguins

Today FM briefed us to create an advertising campaign for 'ShaveOr Dye' The idea is that the presenters shave or dye their hair and in turn asklisteners to do the same to raise money for the Irish Cancer Society. Thecampaign we came up with highlights some of the unexpected dangers you mightencounter with a dyed or shaved head.

Advertising Agency: Irish International BBDO, Dublin, Ireland
Creative Director: Dylan Cotter
Art Director: Kirk Bannon
Copywriter: Di Tansey
Photographer: Adrian Stewart
Account Director: Ken Kerr
Account Manager: Alexa Wolff

January 2011


dean viii's picture
dean viii
1686 pencils

There's a real lack of communication in this. I don't know what the event is and I have no idea what the penguin line is about. And what's that have to do with a golf image? Your explanation explained my first two questions, but that's not in the ad as copy, tag or headline, so you're leaving people clueless.

CuriousPencil's picture
4225 pencils

@ Dean, I think this penguin ad is the most difficult of the series, but in the context of the others it's not impossible to decode: shaved heads = eggs, don't walk beneath penguins. Ditto, golf with green hair.

Am guessing this is supplementary to radio coverage, regional knowledge of the charity, and media coverage of the campaign. So I think the only people who wouldn't get the idea would be the blind community. My worry about this one is that baldness is associated with cancer already, and having the word 'dye' linked with a cancer charity... is a bit f*cking thick really.

luispiter's picture
2756 pencils


HappyHour's picture
2381 pencils


CuriousPencil's picture
4225 pencils


Reality Check's picture
Reality Check
2334 pencils

It's advertising on the wrong side of the so-bad-it's-good line.

writersblog's picture
553 pencils

Rather have a rookery of pinguins on my head more than anything else.

Lazarus's picture
1536 pencils


kleenex's picture
40638 pencils

WHAT???? HUH???????


Glut's picture
3937 pencils


shahidali's picture
4069 pencils

good that they left a brief to explain what they did. i'll die with less questions!!!


mujerendiagonal's picture
84 pencils

Shave or Dye for a Cancer Society??? un poco fuerte, un poco mucho

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