29 05 2009

From Scott Fogel

In a continual effort to capture the attention of the ever-distracted consumer, a new influx of eye-popping street ads from the Australian Childhood Foundation have appeared around metropolitan areas in Australia.

The ads, which are the brainchild of creative director Richard Muntz at agency JWT in Australia, portray a mannequin child standing against a wall, plastered behind a white background, which simply reads “Neglected children are made to feel invisible.” They’ve been creating quite a stir, drawing attention from both passerby and the local media. It’s a stunning idea; very simple, but at the same time shocking and eye-catching. Walking by what appears to be a child plastered against a wall is something you can’t ignore.

But they didn’t stop there. Realizing the startling image of a trapped child would eventually cause pedestrians to take action, they inscribed the words “Thank you for seeing me” underneath the inevitably rescued child.

It’s an interesting way to draw attention to the issue, and has certainly gained much more attention than a simple picture on a street ad. It’s another example of a new era in advertising, where agencies have had to find a way to get their message through as old media is crumbling. While many are lamenting the death of traditional media, it’s often in desperate times that true innovation appears. As we look towards the future of advertising, the clever and creative agencies will thrive, while those struggling to maintain the status quo will be left behind.

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4 responses

1 06 2009
Tom Sabiel

Talk about a powerful message. By showing a life size figure of a child behind the poster as part of the advertisement, the attention of the audience will be captured and their message will more than likely be heard. Also, I think it is very creative that they have a message behind the child in the event that a pedestrian takes action against it by removing the figure. The ad is innovative and provides yet another example of how to reach an audience in an environment littered with advertisements.

1 06 2009
Holly Schnackenberg

This is a powerful way to portray a message in a very simple way. I wonder what would happen if this was run in America. It might not go over as well as it did in australia because Americans have become super sensitive to the idea of lost children. It would also probably freak people out to see a “child” stuck behind a poster.

1 06 2009
Chelsea Yocum

This ad is very interesting to me, especially considering that it came out of another country. Not only does it grab the audience’s attention, which is almost an understatement, it paints a literal picture of a child left and forgotten. This ad reminds me of the Swedish Driving Council’s ad we watched in class with the backwards car crash scene. It creates a resonance unlike safety commercials and ad’s we have in the US. When people see these ads it evokes fear, which ignites interest and concern about what the ad is attempting to tell us. These types of in-your-face ad’s are particularly important because they attempt to address a real life, intense situation without just tiptoeing around it. An ad like this also has a higher likelihood of becoming controversial and more talked about, which increases its frequency among its audience.

31 05 2009
Sam Smith

This ad campaign is very affective in grabbing the audience’s attention while using the resonance creative strategy to evoke a stored image, which in this case would be people thinking of their own children at home. This is defiantly an example of how advertising is always changing and everyone is always trying to come up with the newest and best way to grab the consumer’s attention. This ad will receive high frequency while catching people outside of their homes where they are used to a certain type of media.

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