SIRE: Marked for life

Everyone knows separation and divorce are difficult for everyone involved, however in the heat of the moment parents sometimes say things that can have serious long term effects on children. SIRE (Foundation for Idealism in Advertising) and 180 Amsterdam have made this campaign to create a new awareness about divorce, and just how harmful the effects of a 'bad' divorce can be for children. Also how these effects can last for the child's entire life, shaping their behaviour and experiences in years to come. The campaign is called "Marked for Life" and it shows how the words you say in divorce can leave a mark forever. The TV, print and website portrays young children marked by tattoos that repeat the words they overheard during their parents' conflicts.

Advertising Agency: 180 Amsterdam, Netherlands
Executive Creative Director: Andy Fackrell
Copywriters: Marianne Riphagen, Jessica Hartley
Art Director: Andy Fackrell
Senior TV Producer: Chayenne de Witte
Print Producer / Art buyer: Maren Hermans
Senior Digital Producer: Anna Stolyarova
Account Manager: Jessica Hartley
Planner: Simon Neate
Digital Planner: Mandy Graham
Post Print Producer: Marlon Lee
Retoucher: Jan-Willem Dijkstra
Head of Studio: Mark Kenny
Graphic Designer: Markus Sabatlik
Project Manager: Anne-Marie van Overveld
Digital Art Directors: Nadege DeCastro, Matthew Steenburg
Digital Producer: Colin Pueschner
User Experience Director: Jonathan Conaty
Digital Copywriters: Jessica Hartley, Marianne Riphagen
Digital Copywriter: Sophie Top
Business Affairs Directors: Chris Barrand, Emilie Douque, Justine Young

May 2011


Janae's picture
385 pencils

i like that campaign. thanks for the subtitles.

kleenex's picture
40216 pencils

WOW!!!! The subtitles were 100000% needed.

Manoma's picture
1108 pencils

love the print,
but i'm a little desapointed by the film (who stay great ok, but:)
the music soften the images...
i think the real sound of words would be better.

I fond the last image, better than others, because the action in progress
shows that children can't do anything against this.

brisham's picture
18 pencils

wow. i love it.

zouz08's picture
209 pencils

totally agree with manoma. It could be great to hear the voice of their fathers or mothers when you see the children with tatoo. no need music, just feel an atmosphere more intense.

come on, check our website:

Glut's picture
3937 pencils

powerful, excellent approach

NaciBabuska's picture
42 pencils

very touching. it works.

Ensamblador's picture
239 pencils

Great idea

Daland's picture
140 pencils

Powerful ad.

Maybe a bit of redness around the tattoo would have made it better.
Would have giving it a more recent, authentic and painful feel.

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