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Published/Aired: 
July 2011
Description: 

Wildfires burns more than trees

Advertising Agency: Saatchi & Saatchi, Cape Town, South Africa
Creative Director: Gavin Whitfield
Art Directors: Gareth Cohen, Amelia Smit
Copywriter: Alex Goldberg
Digital creative: Masters and Savant
Photographer: Images of Africa

Comments (22)

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Highest Rated

Kiroux's picture
Kiroux
Activity Score 35

The idea is great. Prefer the hedgehog one since the matches are more easily visible.

ace85le's picture
ace85le
Activity Score 3939

Looks itchy and makes me want to pluck them out one by one.

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morse's picture
morse
Activity Score 17364

Nice idea and execution.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

Ron Burgundy's picture
Ron Burgundy
Activity Score 1634

agreed

SoCH_TO's picture
SoCH_TO
Activity Score 961

Nice Execution guys

Live with Passion

mimosainsiva@gmail.com's picture
mimosainsiva@gm...
Activity Score 77

irritating visual.

Jaap Grolleman's picture
Jaap Grolleman
Activity Score 6992

Well it gets a message across but so what? It's not like I'll change anything now.

brookjohnston's picture
brookjohnston
Activity Score 296

Woulda been better if it was on fire.

Beautiful work.

That One Guy's picture
That One Guy
Activity Score 266

Thumbs up on the execution. I kind of like the hedgehog most.

kleenex's picture
kleenex
Activity Score 43473

cool. The first one is better.

shaun1800's picture
shaun1800
Activity Score 293

@Jackmancer. You won’t change anything? Well maybe the ad isn’t directed at you, maybe it’s directed at people who are in a position to start these kind of fires and harm animals. Think before you type the same comment over and over...

Jaap Grolleman's picture
Jaap Grolleman
Activity Score 6992

It's not the same comment, I formulated it differently. I just think many ads look great on Ads of the World but fail to sell their product or message in real.

This Kia ad is a good example as well, probably placed once to be eligible for awards:
http://adsoftheworld.com/media/print/kia_princess

You guys should stop being so ignorant. To change the behaviour of people, not just making them purchase something, is the most difficult kind of challenge to overcome in advertising and this ad is just not good enough.

It has a nice visual but apart from that it's stating the obvious: "Wildfires burns more than trees". Be honest to yourself, do you REALLY think that's going to stick in people's mind, and if, will change anything about the way they light their cigarette?

Troll's picture
Troll
Activity Score 672

Don't advertise your ignorance man.
You assume that this print campaign is the only thing addressing the problem. How about clicking through to the site instead of spewing mindless drivel. I think an organization funded entirely by the public and supported by volunteers is a pretty effective way of addressing the issue don't you think?
If your comment had any weight then every social awareness campaign would arrive a still-born.
All change starts with a seed. People won't act unless they know and to a large percentage of the general public this statement isn't obvious, otherwise there wouldn't be a need to address this issue.
Does this get your attention? Does it highlight the issue? Does it encourage debate? I believe it's a resounding yes to all. So job well done.

ace85le's picture
ace85le
Activity Score 3939

I don't think he deserves to be called "ignorant", though I know where you're coming from.

What jackmancer said is that this campaign is not strong enough to evoke any actions. I agree and disagree with that. Because even though you don't do anything here and now, you mind will subconsciously register the message. This is crucial, for example, when there's a public poll on this kind of issue. We would tend to vote for the policies that protect these species from being killed by wildfires, partly because of the subconscious emotions registered in our mind.

It's an awareness campaign, not a call-for-action campaign.

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Ron Burgundy's picture
Ron Burgundy
Activity Score 1634

Troll and jack are both right...if you wanna nutshell this ...think of how long its taken for the theory of evolution be be main stream...evoking attention is a one thing, changing peoples behavior collectively is a process.

Regardless, job well done, beautiful ad.

studioblossoms's picture
studioblossoms
Activity Score 93

Thumbs up and agree for - It's an awareness campaign, not a call-for-action campaign (ace85le)

shaun1800's picture
shaun1800
Activity Score 293

Troll pretty much hit the nail on the head. Jack’s comments just highlight his lack of understanding when it comes to some of the fundamentals of advertising. It is very rare that a single print ad alone will ever seriously change a persons behavior. It takes more than that. Jack if you want to complain every time an ad fails to do this, well you’ll be complaining about most ads, which is pretty much what you do (and yes it is getting annoying).

You might not think this ad will change behavior and maybe it wont, but what I think it will do is remind people to think about the consequences of their actions, which is a win if you ask me.

Ron Burgundy's picture
Ron Burgundy
Activity Score 1634

its just his opinion, he voiced it, I respect that.

Bruno Libano's picture
Bruno Libano
Activity Score 5

kind of confused image

NONE™'s picture
NONE™
Activity Score 209

MORTAL!!!

NONE™

sakshi.89mahajan's picture
sakshi.89mahajan
Activity Score 88

beautiful art and idea!!! love it!

Mustafa3's picture
Mustafa3
Activity Score 11

nice

Kiroux's picture
Kiroux
Activity Score 35

The idea is great. Prefer the hedgehog one since the matches are more easily visible.

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