Who says it's a day of bad luck? Today's good. An hour ago we got the good news that the agency just won the big pitch we've been working on. But it's our last day at the Bank for now, they've asked us to stay on but we de-freelanced our diaries for the next two weeks to get a move on with our book and to see people. We're excited about seeing Mareka & Kim at BBH & Graham Fink (it was canceled yesterday). Also the preordered Resident Evil 5 is waiting at home for a relaxed evening of gaming horror. The first bottle was opened at 3 o'clock to celebrate the new client. We've got tickets for one of Michael Jackson gigs. And the envelope with our entry for the Cannes Young Lions print competition should have arrived at the guardian by now. Here's the poster we've submitted to answer the brief. Knock on wood.
38 comments:
I don't get your poster?
digger wie derbe ist das denn? nice sehr nice, keep on rockin
'keep on rocking'? Indeed!
Good day all round for you it seems... I imagine you're pretty happy with the MJ tickets Jai? Did you find it difficult getting hold of them? When you going?
After a long wait online, with many a failed attempt, I eventually got tickets too :-)
Good luck with working on your book and the competitions you're entering.
I understand what you're saying with your Christian Aid add, I might have reworked the copy a bit though!
Jai is uber excited bout the tickets, he's sayin it's going to be the best day of his life, crazy :)
He had some pre order codes and already bought the tickets on wednesday. We're going on the 16th of july i think.
You'll have to update us on what it's like. I've my fingers crossed he lives up to all Jai's and his fans hopes and puts on a fab show!
Yeh the poster isn't quick enough for me but good luck with it anyway!
Is the ad for poverty or HIV?
I think your message is a little mixed!
I don't know what you mean by 'should we put our feet up'
Also, you're practically clearing up poverty in India... Is that not an overstatement? How does that link to your visual?
I'm not sure it's there yet, but can kinda see your thinking. Saying all of that, I've not read the brief, but perhaps I shouldn't need to read it should I!?
took far too long to get the message, guys. methinks you need to take a lesson from the game i call "keep it simple, stupid."
It's nice guys, It's growing on me. If I'm honest though, I must admit, whether I was just being slow or not, it took me a few minutes to get it.
Good Luck.
So, what exactly is 'it'?
What's the idea within this piece? it's not clear to me for one!
Interesting ad guys. Similar logic to that ad'Cancer cures smoking'
I do agree that the copy needs to work a lot harder though. Can't rely on people going to the website to find out what it's all about.
And I know it's vital to show your book around, but wish I had it like you when I was showing my book around - being able to turn down freelance and then splashing the cash on expensive tickets!
Don't mean that bitterly, just that most people I knew who were trying to break in to the industry were living on baked beans and sleeping on mates sofas.
guys it like I ?backwards written it's though as not it's, ad that understand not anyone can How.
Dont get it, and im not stupid, and I looked at it for ages, and its not visually exciting. How would this work for the man on the street? Must try harder.
Very good Anon 8:37
!ovarB
You get it, well done, but it's not great, too slow and not clear enough.
come on guys, can you explain the ad, I also really have no idea what it is saying...
From what I can see it's wrong on every level.
My take is that it is based on irony is it not? That HIV is killing people in India. That we're having to rely on aids to help out on poverty in effect. If it is, it's pretty damn straight forward I thought.
The clunky thing for me is that question in the endline which makes it confusing. It shouldn't be a question for a start but a statement about the headline more explicity. Unless I'm totally wrong about the context in the first place? Guys, explanation maybe?
like the poster. smart.
Sorry lads, It's an ok idea. So I think it's unlikely to win. I hope you prove me wrong.
Yepp, it's about irony. The mission of Christian Aid has always been to eradicate poverty, but now the HIV epidemic is quite literally doing that job for them. Thus CA celebrating this disease.
I guess we should have cleared it up better in the endline rather than leaving it open. Something like 'Help us do our job, before HIV does'.
We decided for the question as the thought it carries the tone of irony through the whole ad, asking if that's it and christian aid can go out of business and put their feet up. It makes sense for us, but we should have simplified it I guess.
Thanks for your feedback guys. We appreciate.
What your message is saying is that HIV is doing a good job because it is killing poor people. Think about what your copy is saying because you could really offend people.
I get what your doing by trying to use irony but i don't think joe blogs would.
so let me get this right..........
Christian Aid is saying well done Aids your killing poor people in India and we salute you for it. don't rely on a tiny end line tucked away in the right hand corner to convey your overall message.
It makes more sense now Wal, I do think your endline could have done more for you as you've suggested yourself.
Sure, everybody would prefer if HIV was not so widespread. However, I don't think Christian Aid would be in competition with HIV, being in favour of poverty as the sole motivation. They surely would appreciate any incentive that encourages people to donate, and whatever reason that is, if it helps relieve poverty it's a good thing!
I'm not sure you're tone is quite right for the brand, but there's something nice in your thinking. It needs to be pushed further I think, starting perhaps with the endline.
for me, it didn't make so much sense as I didn't read 'congratulations HIV' as part of your headline.
So, 'you're practically clearing up poverty in India." had no relation to the graphic at that point.
As you suggest if you'd used a different tagline it may have firmed up the message so people would not have any doubt as to the message.
'Help us do our job, before HIV does'.
Already 10 times better ad with that.
the banner thingy looks good. did you do that in illustrator? obviously posses great graphical skills. think the idea needs a bit more work. im rooting for you guys to win though. good luck.
Looks like you've just spewed your strategy on to the page.
You guys seriously need a creative director.
"I don't get it and I'm not stupid". Hmmmm - you must be fairly stupid. Nice ad guys - gives you something to chew on. I agree that perhaps the call to action could be a little clearer but all in all - good stuff.
Given that more people than not haven't got the message straight away I'd conclude it's not working.
So whether you think people are 'fairly stupid' or not, they're your target audience!
I don't think you need to get the message straight away. Charity is not an impulse purchase; prospective donators are getting wise to a convoluted market of generic ads. It's refreshing to see something a little different.
In reality advertising rarely evokes people to donate money... It's most likely down to a personal experience, i.e. my grandmother had cancer so I give to cancer research, my cousin/neighbour/aunt... had x/y/z so I always give to that charity.
There are so many charities, all worthy, that people select a few and donate to them. It's also self perpetuating, a charity will go out to make those it's designed to help look worse off than they might be, to a) yes get people to donate, but b) keep themselves in work and the charity running. If say the RNIB gave the message that blind people can get along well with an aide, it's not so provocative.
Given that, I'd go to say, unless the ad does in fact give an immediate tug at the heart string, people won't donate so it's not done its job.
How many people will give the time to work out and think over the message? They'll get distracted and won't give it another thought!
You guys should approach channel 4 to make a documentary about your efforts and as junior creatives, they can fallow you to crits job interviews etc. You seem to get a lot of attention already.
Hi everyone, in case some of you don't know, the brief for young lions was to tell people that HIV in the third world is a direct result of poverty.
This ad in no way answers that very simple proposition.
Come on lads, tighten it up...
If that's the brief and proposition you've completely misunderstood the message!
i'm shocked you could make such a basic error.
I wasn't a fan of the ad particularly anyway, no it's even more disappointing assuming the Anon 9:35 is correct with the brief.
I've been following your efforts for some time. Sorry to be blunt but you're middle of the road, but at least you're keen.
However, you come across as student team, I find your decision not to take more freelance at Bank very strange. You want to take time off to do your book and generally piss about on x-box and do some crits.
Here's the rub, if you were serious about getting a job in advertising you'd bite Banks hand off for more freelance. You've just won a pitch, you're flavour of the month, you might even get a job offer.
We used to work on our book in the evenings and at weekends, we'd fit crits in during lunch or in the evening, you should be doing the same.
That way you can use the agencys resources for your book, and the money you're earning pays for you to travel around to crits.
You're in a recession you can't afford to be picky, even if you are working for what you consider to be a bad agency you will still be learning. And if it is a bad agency your work will stand out, you'll get noticed, you'll get offered a job and then you look for another one while you're working.
You need your heads banging together.
With all this self generated publicity you're running the risk of becoming famous for not being very good.
If I were you I'd work very hard to avert that risk as quickly as possible, that means taking the freelance and getting rid of the student mentality.
I sincerely wish you luck.
i think the last guy sums you two up perfectly. Tob be honest, im suprised you've been offered freelance. To me, you're still a placement team, until your book/work gets better.
Totally agree 3:21!
Very, very nice poster.
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