Wednesday, March 14, 2012

These book ads tell the wrong story

The artwork on these ads from Brazil's Paz Comunicação Estratégica is beautiful. But what is it saying?

This is supposed to be a campaign to convince people to donate old books to a charity, rather than throwing them out. But the homeless fairytale characters seem to be telling another story altogether.

Is the creative team equating the homeless with discarded objects? If so, wouldn't this idea better serve that cause instead?

I know I'm like a broken record on this issue, but as a social marketer I am constantly annoyed by agencies that use their client's cause brand as an excuse for showcasing irrelevant creative executions. It's a waste of any money the client may have ponied up for production, and is harmful to their brand and their cause because it makes them seem like they don't "get it".

Eye candy, like any candy, is lots of fun. But that doesn't mean it's good for you.

Via Ads of the World

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