UNHCR Austria: Matches

You never flee voluntarily.
Nobody chooses to give up everything, to leave their home to go on a long and dangerous journey in order to seek asylum in a foreign land. That decision has been made for them – by others.

Advertising Agency: Reichl und Partner, Vienna, Austria
Creative Director: Radmir Kosma Jedrasiak
Art Directors: Radomir Kosma Jedrasiak, Sylvia Schippany
Copywriter: Mathias Wosner
Photographer: staudingerstelzhammer
Published: January 2009

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9 comments

daniel ieraci's picture
daniel ieraci
333 pencils

Hmm, I understand what they're trying to say but I'm pretty sure that most people would voluntarily flee from a burning house. The line just seems a bit off to me.

sneakyhands's picture
sneakyhands
1857 pencils

don't like the tag either, but like the line the idea is there -- copy just needs work.

Guest's picture
Guest

simple. you dont need the headline.

visual is a house made of burnt matces.

the tag needs to be re written to put the visual in context. would be a much better ad.

scarfinati's picture
scarfinati
830 pencils

You dont need the headline.

Visual is a house made of burnt matces.

The tag needs to be re written to put the visual in context.

Thats all. Would be a much better ad.

Guest's picture
Guest

The ad was likely translated.

Guest's picture
Guest

i guess it would have made more sense if someone was lighting the house... and the MOM + KID matchsticks were NOT burnt... anyways, the copy is spoiling the neat visual

Guest's picture
Guest

Nice, but I think it works better as a fire safety advert, that's what I thought it was about originally

Guest's picture
Guest

nice work

Guest's picture
Guest

don't hear at them – great job for asylum

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