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Tsunami

Agency: 
Published/Aired: 
May 2009
Description: 

The tsunami killed 100 times more people than 9/11.
The planet is brutally powerful. Respect it. Preserve it. www.wwf.org

Advertising Agency: DDB Brazil
Executive Creative Directors: Sergio Valente
Creative Directors: Guilherme Jahara
Copywriters: Rodolfo Sampaio
Art Director: Guilherme Jahara
Photographer: Getty Images
Illustrator: Big Studios
Art Buyer: Carmen Castillo, Carolina Galastri, Clariana da Costa
Account Supervisor: Alcir Gomes Leite, Ana Paula Grassmann
Advertiser's Supervisor: Heloisa Helena de Oliveira
Producer: Nereu Marinho, Edson Harada

Comments (229)

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Highest Rated

evikRAM's picture
evikRAM
Activity Score 349

Very True...

!! जय श्रीराम !!

Guest's picture
Guest

powerful..

she_kai's picture
she_kai
Activity Score 221

what`s the relationship between tsunami and 911?
and i would not choose 911 to offend the others

whatever,let`s think another side
what if "aviation pollution killed 100 time..."?

Guest's picture
Guest

Our intention was not to offend anyone
The comparation was unhappy and the ad was suspend after ran once.
We are really sorry about this misundesrtanding.
DDB Brasil

Guest's picture
Guest

Your English is horrible. Get a Translator! (And not the computer, a real person)

Disco Munky's picture
Disco Munky
Activity Score 3890

Fuck yourself you dozy bastard.

Doin' it for the points

Guest's picture
Guest

The WWF actually allowed this to be published? Shame to you, WWF... Are we to believe that donating to the WWF will help prevent earthquakes? Perhaps the best way to avoid earthquakes and terrorism, is for Canada to eliminate the seal-hunt... Get off your podium, you arrogant, self-righteous, self-serving, egotistical, holier-than-now cavaliers.

Guest's picture
Guest

World's worst person: DDB Brazil.

From 2:25":
http://www.youtube.com/watch?v=CNKC1FCIrNg

Guest's picture
Guest

just respect the planet...

mauroxxx's picture
mauroxxx
Activity Score 539

what`s the relationship between tsunami and 911?

R: simple, in both events people died.

the image its so powerful, they say "remember 911? was pretty bad right? imagine it but 20 or 30 times bigger...thats how it was the tsunami in (thailand or something), the force of nature its more powerful than any man, if we dont act to create a balance, a harmony between men and nature, there's nothing we can do against this catastrophes"

mauroxxx's picture
mauroxxx
Activity Score 539

what`s the relationship between tsunami and 911?

R: simple, in both events people died.

the image its so powerful, they say "remember 911? was pretty bad right? imagine it but 20 or 30 times bigger...thats how it was the tsunami in (thailand or something), the force of nature its more powerful than any man even bigger than any man creation. If we dont act to create a balance and harmony between men and nature, things are gonna turn really bad"

Guest's picture
Guest

I completely agree with you... I mean, in both situations a lot of people died and I'm pretty sure the people in Thailand aren't going to be mad if you used that in an ad so why should we be?

Guest's picture
Guest

If the intent is to convince North Americans that the The World Wildlife Fund is a pack of dumb a**holes, that firm deserves a gold medal. Great work, very powerful, brilliant, etc...

Guest's picture
Guest

Os criativos são cientificamente ignorantes. aahhahahahahaha

Guest's picture
Guest

Powerful? How about ridiculously misplaced? How about attempting to drum up feelings about 300,000 people killed, in order to obtain funds and donations to save the Fergusson Island Striped Possum? How about saying, in a nutshell, "9/11 was minor"?

Next time, please... take a moment to think about the true motives af ads like this...

Then again... it is pretty trendy... On second thought, I like it... Please pass the granola...

Guest's picture
Guest

good visual, but lame message.
How can preserving the nature prevent the crack on the earth's layer that caused tsunami?

Guest's picture
Guest

tasteless

Grace Bastien's picture
Grace Bastien

I disagree. How can fact ever be tasteless? It happened. These are the ratios. That is it.

I think the message is clear and the visual is very powerful. Good combo.

Guest's picture
Guest

I agree that this ad is not tasteless.

However, using an uncontrollable act of God as a case in point to respect the planet (as if to imply we can do something about it) is off base.

Unless there is a clear link to global warming (which is something we can control) and this particular wave of destruction, the message is ineffective.

rolling.stone's picture
rolling.stone
Activity Score 2741

Fully agree for last 2 lines.

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~ Quite obviously, I have gathered no moss ! ~

rolling.stone's picture
rolling.stone
Activity Score 2741

Fully agree for last 2 lines.

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~ Quite obviously, I have gathered no moss ! ~

Reality Check's picture
Reality Check
Activity Score 2537

I agree with Grace Bastien that this ad is not tasteless. (It's a public service ad for the World Wildlife Fund, not detergent.)

However, using an uncontrollable act of God as a case in point to respect the planet (as if to imply we can do something about tsunamis) is off base.

Unless there is a clear link to global warming (which is something we can control) and this particular wave of destruction, the message is ineffective.

Grace Bastien's picture
Grace Bastien

I see what you mean there.... possibly a better comparison could be used....
The European Heat wave of 2003 (37,451 lives lost), or the 146,000 lives taken by Cyclone Nargis last year in Burma.

federo's picture
federo
Activity Score 781

grace, as usual you defend a FAKE

Guest's picture
Guest

Grace I strongly disagree with you. To use one of the worst days in our nation's history to make a point about a natural disaster caused by mother nature is really disgusting, and to create such an image and publish it is of the highest offense. Why not show a jewish family murdered? an african man lynched...? that stuff happened, too. Why not show a child beaten to death, and compare that to a tsunami... Your logic is paper thin, and clearly you don't know any americans or New Yorkers, otherwise you'd understand how appalling that visual is...
-Chris

Guest's picture
Guest

The image is appalling and overwhelming, not offensive. If you remember the media coverage of the Asian Tsunami from 2004, with the walls of water, crowds of hundreds of people running, in multiple nations across Asia, it was also appalling and overwhelming. The feeling from seeing that really is the same feeling as seeing that picture with the planes--that there will be imminent, and overwhelming, destruction and loss of life. Some estimated that 300,000 people lost their lives, and it was one of the most deadly natural disasters in history. Homes, property, and infrastructure were destroyed as well.
I know there is still debate about the causes of climate change, but the temperature changes and rising water levels and the effect of ice melting into the ocean, is supposed to be potentially devastating. Some people project large parts of the U.S. underwater. I'm not a scientist, but with the technology and computer models we have, "Mother Nature" is not a force outside human influence.
We have anti-terrorist organizations to protect against acts of violence like 9-11. We have environmental science to protect against death from predictable or preventable natural disasters. Both are necessary. Who would want to win the war on terrorism only to have their family die later due to too little focus on figuring out how to prevent something as deadly as the Asian Tsunami?

A stranger abroad's picture
A stranger abroad
Activity Score 427

[Who would want to win the war on terrorism only to have their family die later due to too little focus on figuring out how to prevent something as deadly as the Asian Tsunami?]

LOL. If you can figure out how to prevent tsunamis, your Nobel Prize awaits. While you are at it, can you work out how to prevent volcanic eruptions and earthquakes?

I am amazed such a super genius would waste their time in advertising!

Eiti's picture
Eiti
Activity Score 22

The point is that "one of the worst days in our nation's history" repeatedly seems to be more important than anything else. It was terrible, yes. But there area lots of deaths everyday and many of them are caused in the name of revenge and nobody talks about it or pays tribute to that poor people.
The idea is not trying to be insulting. Americans should not feel they are being insulted everytime...

Guest's picture
Guest

NOT TASTELESS?! Did you have something to do with this ad or are you really that...just flat-out idiotic? I don't think anyone's getting in an uproar over the facts (well, the ones that don't say that you'll get hit by a tornado if you don't sort your cans and bottles). What's tasteless is showing a bunch of planes flying towards a city that, several years ago, was attacked by terrorists who flew planes into buildings. Oh, but it didn't happen in YOUR country, so who cares, right?

For God's sake, lady, there is really no excuse for not finding this to be in horrible taste.

-Tabris

Guest's picture
Guest

I agree completely. The ignorance of some people is staggering.
-Tyydus

Guest's picture
Guest

Actually, there's plenty of reasons. Oh, and it wasn't just Americans who died that day even if it was 'your' country.

The concept was all about weighing up one thing against another.

Everyone for the last 8 fucking years have wallowed in this act - while hundreds more thousands of people have died in other tragic events - whether heat waves, sunami's or hey, the American wars in Afghanistan and Iraq.

In the end ... which act caused more misery? But you know that answer because only Americans feel pain or anguish or any other 'human' emotion.

Can we please have a moritorium on American's crying every time an ad appears that doesn't appeal to their beliefs and deep, emotional needs?

Believe.It.Or.Not... the world does not revolve only around 'you'.

Guest's picture
Guest

Please, let's stick to the 'ad' and the issue of the 'execution of the add' at hand. Keep your "anti-American' preaching to yourself Please.

Oh, and I am sure next time you apply for a job at an 'American' agency.... and they take you, you will tattoo the American flag on your ass! This post is brought to you by a Russian born American.

Peace!

Guest's picture
Guest

But I am American. So... every American - or in your case - half American - should only say good things about America? Interesting.
And what exactly was anti-American about what I said? It was anti "think only of one aspect to any issue" that I was talking about.
Peace. Yeah, dude, what.ev.er.

Guest's picture
Guest

yeah grace i do agree with ur rationality.. its plausible to contrive facts with parallel facts and derive a good creative.. this si a subliminal example of the same .. cheers.. :)
PS. ur very cute

Guest's picture
Guest

I can well imagine the cold heart you have. They have nothing too do with each other let alone saving animals.I can just think that if you were around when they placed Jesus on the cross you would have been for that as well. Yes for the Romans down with a man that says he's the son of God.
I guess you did not watch the TV on 9 11 when all you seen was that one jet over and over again going into the tower over and over.

CC3's picture
CC3
Activity Score 730

Spoken like a true amateur. This ad is senseless, meaningless, and demonstrates a total lack of creative skill.

I suggest if you ever want to actually work in this business you learn about the difference between good and effective communications and self serving thoughtless attempts to just win awards

Then again perhaps DDB Brazil is hiring these days...

---------------------
Good is the enemy of great.

Guest's picture
Guest

Totally agree there Grace, well said.

Guest's picture
Guest

Shouldn't there be a bunch of twin towers as well?

Disco Munky's picture
Disco Munky
Activity Score 3890

You're an idiot.

Doin' it for the points

Guest's picture
Guest

Stop tsunamis. Send money

Javier Ramírez's picture
Javier Ramírez
Activity Score 1243

Wow...

Chief Creative Director Nexus BBDO

Guest's picture
Guest

again?

AXAY555's picture
AXAY555
Activity Score 582

the message is negative noone respects the killer of 9.11 so why would anyone respect nature for killing 100 times more.
i like the photo & the shadows of the buldings reaching the ocean.. good one Gettyimages.

AlphaDog's picture
AlphaDog
Activity Score 265

Looks like someone came up with the image, (really powerful), then they unsuccesfully in my opinion, tried to came up with some message to go along with it...

A stranger abroad's picture
A stranger abroad
Activity Score 427

You could be right. Powerful image. Strained message.

The tsunami was after all a natural event, and nothing mankind could do could influence it one way or the other. What would be WWF's beef with it? Or are they suggesting that it was nature 'getting even' with man?

Guest's picture
Guest

very powerful...makes one think.

Guest's picture
Guest

I agree with Alphadog. The image was there before the message. It´s obvious lack of strategy is visible.

Dev Kumar's picture
Dev Kumar
Activity Score 834

Powerful message but the comparative analogy isn't convincing. The artwork is just an attempt at sensationalism.

beckspuppy's picture
beckspuppy
Activity Score 87

I dont know

Guest's picture
Guest

The facts may be the facts, and there's no denying it's a strong image - but it is still VERY insensitive. And just who do they want to elicit funds from anyway?? Ten to one it's people living in the West - and those people will be very much rubbed up the wrong way by the callous use of 9/11 symbolism. Here's another strong image for you: a Muslim imam with his head cut off and the head of a pig in place of it, with some smart arse little headline next to it. What would the reaction be then? (Whatever the outcry, I'll just say "the facts are the facts and it's a very strong image".) Yeah, right. Sometimes you have to show respect for people's sensitivities in advertising. Using people's grief and shock are not always appropriate.

Guest's picture
Guest

Symbolism has been used throughout history to convey strong messages. People can identify and even relate to these symbols, which is why they are such an effective communication tool. The twin towers will forever be instilled in peoples minds as a symbol of 9/11 and the War on Terror. It is fantastic that someone has found a way to make that these images work for the greater good.

What you are suggesting is not a mere symbol of a past atrocity.
The image of a decapitated Muslim with a pigs head as you suggested is grotesque and insulting to the Muslim faith, and hardly an intelligent comparison of the ad shown here.

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