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Published/Aired: 
May 2007
Description: 

Image courtesy of D&AD

Today two million children suffered illness due to lack of medical care.
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

Comments (6)

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Highest Rated

scarfinati's picture
scarfinati
Activity Score 843

You put any company name before that line and it would "work"

Thats not true. it wouldn’t work for non PSA stuff. The tag is tied to the point of the ad.

PaulyG_fill in the blank's picture
PaulyG_fill in ...
Activity Score 1148

"Tomorrow is a today's decision"?! the hair is standing up on the back of my neck, and not in a 'girl's tongue in my ear' kind of way.

Change tomorrow, today.

A different tomorrow starts today.

Decide to change tomorrow, today.

Other than that, I think these are pretty good.

Minimum's picture
Minimum
Activity Score 1490

You are absolutely right. I think the sentence is failing on that area. Tomorrow is not a question or equasion that needs to be solved by a decision. 'Tomorrow' is a fixed fact, it is a day after today. So working on that bit of 'future' would be better than making the describing word a question.
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...and let the poets cry themselves to sleep. And all their tearfull words would turn back into steam

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...and let the poets cry themselves to sleep. And all their tearfull words would turn back into steam

scarfinati's picture
scarfinati
Activity Score 843

I dont know.

I think the tag is memorable because it is a bit off. Impossible is nothiing is good because its a bit off. They couldve said nothing is impossible but it doesnt have the same impact.

Then again, maybe this is not the “product” to be playing with edgy tags, in that case your options work fine, although option 1 and 3 are the same.

Patrick Ryan's picture
Patrick Ryan
Activity Score 8

New Form

hesjusthisguy's picture
hesjusthisguy
Activity Score 32

Cool add, nice copy and I agree that the today/tomorrow thing is week. You put any company name before that line and it would "work" (well, work in a not working way, if you see what I mean).

scarfinati's picture
scarfinati
Activity Score 843

You put any company name before that line and it would "work"

Thats not true. it wouldn’t work for non PSA stuff. The tag is tied to the point of the ad.

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