TreeHouse: Table

The longer a child with autism goes without help, the harder they are to reach.

Advertising Agency: CHI & Partners, London, UK
Creative Director: Ewan Paterson
Art Directors / Copywriters: Alan Cinnamond, Sandy Cinnamond
Photographer: Tim McPherson
Typographer / Designer: Craig Ward
Published: August 2009

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29 comments

Guest's picture
Guest

very nice concept..

good execution in this version.. ^^

s1bs's picture
s1bs
398 pencils

I like.

dsklan's picture
dsklan
1927 pencils

dinner table of the queen;)

Blashyrkh's picture
Blashyrkh
32701 pencils

Good idea and nice execution.

Wordnerd's picture
Wordnerd
6662 pencils

that is one smart, simple execution for a difficult message. great

Zeus's picture
Zeus
912 pencils

Beautiful campaign!!!!

DeanART's picture
DeanART
23 pencils

parents plz share!

yctham's picture
yctham
182 pencils

Simple. Wonder why "someone" said it's deep. =p

xtianwilliams's picture
xtianwilliams
60 pencils

Really smart and well done.

Guest's picture
Guest

Powerful message .. but all three ads say exactly the same thing. I feel that's a waste.

Ad_Man's picture
Ad_Man
828 pencils

Isn't this similar to some argentinian ads that won at last year's cannes? Something for back pain. Couldn't find a link but it is on AoTW.

Think it for a while.
Then, in anytime, it will come to your mind as an idea.

Guest's picture
Guest

Voltaren.
Saatchi Switzerland.

GX's picture
GX
146 pencils

Excelente ejecución, la idea aun mejor.

alexander_bickov's picture
alexander_bickov
3279 pencils

Emotional idea

bubblestheclownfish's picture
bubblestheclownfish
618 pencils

SO nice.

Guest's picture
Guest

you mean " KAmol" which won 2 years ago i think ... it's a bit similar on the concept you're right

Jet Propulsion Lab's picture
Jet Propulsion Lab
10683 pencils

Very interesting layout and type treatment. But the concept itself is a bit too heavy on the "see-say" side. Although, I really like the fact that there's no room for confusion with the message. You simply do "get it." The same execution/headline three times and nobody is complaining this time. I wonder why. But hey, it's Friday, I'm cool with it...

chamindarathnayake's picture
chamindarathnayake
377 pencils

good i fell it

Chaminda Rathnayake

Guest's picture
Guest

kick ass!

Guest's picture
Guest

It plays on a generalization of a spectrum disorder. Every kid is different, with his own quirks and issues. Would like to have seen a variety of aspects addressed throughout the campaign. Besides, we all have ways of reaching our kids. Even the most severe kids connect (especially with their parents) in some way or another. It's the seeing and knowing they are in there but can't get out that breaks our hearts. Plus, the longer you wait - beyond age 5 it's hard to rewire the brain - the harder it is for any therapies to have an effect. Points for setting the mood and bringing awareness to the epidemic.

Guest's picture
Guest

Besides, if that kid was autistic, he certainly wouldn't be sitting so nicely down at the end of the table. He might actually be under it. Or laying on top of it. Or standing on his chair flapping his little hands. Should've gotten to know some families and kids before moving ahead with the concept.

Wordnerd's picture
Wordnerd
6662 pencils

go and do some research before posting such crap

Guest's picture
Guest

under the table! on the table flapping...man what the hell...autistic children have AUTISM...they're not retards u shmuck...they're quiet and distant..which this ad conveys in a very true way

Guest's picture
Guest

's pretty dodgy - I know advertising has stereotypes and emotional leverage as its stock-in-trade, but these ads are a vast over-simplification of the real situation. They're almost inevitably going to upset someone. Did you talk to the National Autistic Spciety before getting started on this campaign?

Didn't you people learn anything from the kerfuffle over the Action For Children's, Monster Dan advertisments?

I see trouble ahead...

Guest's picture
Guest

I don't have to do research. I HAVE AN AUTISTIC SON. He flaps; it's called a self-stimulating behavior. If he's not flapping, he's spinning, he has vocal ticks too. DON'T YOU DARE ATTACK ME. I LIVE WITH IT EVERY DAMN DAY. When he gets nervous in restaurants he gets under the table and sings. And yes, I've seen some of his buddies climb on top of a table or two...quiet and distant????? NOT ALWAYS. NOT BY A LONG SHOT. It's a SPECTRUM disorder, meaning every kid is different. While some are not verbal, they can still be VOCAL.

YOU COME LIVE MY LIFE AND THEN CALL ME A SCHMUCK. THEN SAY I SHOULD DO SOME RESEARCH....MORONS.

bubblestheclownfish's picture
bubblestheclownfish
618 pencils

Guest - we know two families that have kids with autism, and if what you say is true about your own situation, then I can't imagine what life must be like for you and your family, as we now know (through them) how hard it is. I have the utmost respect for those of you that love your children so much that you'd do anything to make it all work.

My personal feeling about this is it's pretty damn tasteful. Though the ad doesn't show flapping ticking or spinning, it addresses the divide and huge disconnect some parents may feel with their children, and obviously addresses the need to not let their potentially ineffective methods of dealing with it widen that disconnect. It works on an emotional level without ridiculing the child and in my opinion respects their condition without making it a spectacle.

To counter a possible counter ;-) this ad could have easily been for Spina Bifida, Turrets, etc., its purpose is to connect to the parents of the child(ren) with the condition, not the condition itself.

Respect,
John

grumps's picture
grumps
13 pencils

beautiful execution..

CopyRight's picture
CopyRight
715 pencils

brilliant

maayan poplavsky's picture
maayan poplavsky
53 pencils

smart, simple and so sad
4 "SSSS" I have

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