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Fire

Agency: 
Published/Aired: 
April 2008
Description: 

Only life produces better images.

Advertising Agency: Neogama/BBH, São Paulo, Brazil
Executive Creative Director: Alexandre Gama
Creative Directors: Márcio Ribas
Art Director: Márcio Ribas
Copywriter: Isabella Paulelli
Digital Retouch: Alessandra Perez

Comments (12)

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Highest Rated

primo_susto's picture
primo_susto
Activity Score 440

You live in wich world? that pic is REAL, the agency only RETOUCH it

wildbore's picture
wildbore
Activity Score 749

effective!

Adaddicted's picture
Adaddicted
Activity Score 3435

The statement is absolutely true here!

withalltherespects

creativemonkey's picture
creativemonkey
Activity Score 21

For such a horrid retouch, I'm surprised to learn this is what the advertiser does.
Concept is interesting, but this execution makes it fall flat on its face.

silenciorn's picture
silenciorn
Activity Score 153

Agree. It's an extremely obvious and bad lighted and excesively contrasted... For execution, the Jump version it is a better one.

si fai il mio nome, non ci sono più...

primo_susto's picture
primo_susto
Activity Score 440

You live in wich world? that pic is REAL, the agency only RETOUCH it

chinaski's picture
chinaski
Activity Score 951

parents throwing their kids out of the window. who calls this a good image? what's next, jews being gassed? "only life produces better images"

Scam Detector's picture
Scam Detector
Activity Score 1048

This misses the point, completely. A genuine Benetton-effect; show something shocking so people may think it's really interesting and deep... Yawn.

eldario's picture
eldario
Activity Score 14

That´s a real photo... that realy happened... it is not retouch

silenciorn's picture
silenciorn
Activity Score 153

c'mon... it even looks like they used unsharpened scissors to cut it!! Neither the "mother" or the "father" are looking directly at the baby, there is no motion blur, and the baby has a little grin!!

si fai il mio nome, non ci sono più...

ibenizer's picture
ibenizer
Activity Score 15

they are all real - thats the whole point of the campaign.

baby: http://abcnews.go.com/International/story?id=4245840

croc: http://news.nationalgeographic.com/news/2007/04/images/070413-crocodil...

water: couldnt find it but i guess its real too.

But still i am not amazed by this idea.

kant's picture
kant
Activity Score 130

Many thanks for your investigation. Open my mind, and, from the beginning reminds me that all those photos no photoshop was done. Kudos for U!

samarazo's picture
samarazo
Activity Score 26

I agree with u people, its nice concept.. but the thing is little bit retouched by original photo. its sure.. but overall its nice.. keep it. up..

Samara Simha
A Creative director from Dubai, UAE

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