Tag Archives: ad

Meet the Meat: M&C Saatchi

The Task Force on Human Trafficking and Prostitution (TFHT) teamed up with M&C Saatchi (Tel Aviv) to campaign for the legislation to prohibit prostitution, aiming to put an end to the prostitution industry in Israel. Mortality rates among Israeli female prostitutes are 40 times higher than the rest of the population, so M&C aimed to reduce the demand for prostitution by engaging with consumers who finance the industry.
The message for this campaign is that women are not a product for consumption, so they created a pop-up ‘food’ truck parked opposite the Israeli Parliament selling “women’s meat” sandwiches called ‘Breast Amal’ and ‘Ribs of Yael’, packaged into brown paper bags with real life stories of prostitutes:

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The experiential ‘Meet the Meat’ creative also features a truck with an illustration of a woman’s body divided into ‘cuts’, just like a cow. The vivid and disturbing creative reflects the dark facts – according to a survey by the Ministry of Social Affairs and Social Services, 12,500 women, men and teenagers are employed in prostitution in Israel.

Tzur Golan, ECD and Partner at M&C Saatchi, Tel Aviv said:

We can’t stand by and let this continue. It’s important to highlight the fact that every day vulnerable men, women and teenagers are employed in prostitution – and it’s getting worse. The best way to stop the wheels of this industry is to harm demand – if there’s no demand there won’t be supply. We wanted to create meaningful work and will continue to support TFHT as they continue to take a stand against the prostitution industry.

This is an incredible example of using advertising for social change – not just creating awareness in the most basic marketing form, but by using an in-your-face, bold and gross tactic is a sure way to get people talking. Hopefully it will get the government talking too.

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For Goodness Shakes

HE THING WE NEEDED TO MAKE HAPPEN

To deliver instant fame on a nom­inal budget for For Good­ness Shakes’ new pre-mixed pro­tein shake, in a mar­ket dom­in­ated by mix-it-yourself powders.

THE TRUTH WE CELEBRATED

That when you see a guy cas­u­ally shak­ing their pro­tein mixer, it doesn’t just look faintly ridicu­lous but often like they are enga­ging in a rather less savoury act altogether.

THE MIND BOMB WE CREATED

Start­ing with the pro­pos­i­tion that ‘we shake so you don’t have to’, and with a need to get people talk­ing and shar­ing, there was really only one place for us to go! Pro­mot­ing the no-fuss bene­fits of an already mixed pro­tein shake versus powders you have to mix your­self, we developed a cheeky social film dram­at­iz­ing the prob­lems with doing ‘it’ in pub­lic that all guys who shake would recognise.

THE EFFECT WE DELIVERED

With only £15,000 to spend on social seed­ing, we gen­er­ated nearly 700,000 views in one week, with a sim­ilar volume of PR. And given that there is no such thing as bad pub­li­city, being banned on the basis of just one com­plaint pushed us well over a mil­lion views, and star­ted the PR band­wagon rolling once more. In busi­ness terms, the film proved a potent call­ing card and talk­ing point with retail buy­ers, help­ing For Good­ness Shakes secure list­ings in all top 5 super­mar­kets and to well exceed their volume expect­a­tions in the processs.

 

Whilst applying for a Junior Art Director role at Quiet Storm, I came across this hilarious ad for protein shakes. Let’s hope I get the job!

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Evolve – Playthings Ad

Play things: kids find everything. Their play things….and yours. Have a gun? Lock it up.

A very different outlook on gun safety in America! Very funny.

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Remembering who they were: The haunting photos of Alzheimer’s patients who see only their younger selves in the mirror

“Photographer Tom Hussey used sets of two people aged 50 years apart

A collection of haunting photos offering an eye-opening perspective through the eyes of the aged who suffer from Alzheimer’s disease shows their extraordinary lives like never before.

A long-retired firefighter catches sight of himself in a living room mirror but instead of seeing greyed hair and softer skin, the striking reflection of a strapping young man stares back.

The image may be nothing new to the older man, but the sight isn’t one his wife seen seated behind him appears to see as well.

 
Former lives: A retired fire fighter, who's actual photo is seen tucked in the mirror's top left corner, gazes into his reflection that shows a strapping young fire fighter staring straight back

Former lives: A retired fire fighter, who’s actual photo is seen tucked in the mirror’s top left corner, gazes into his reflection that shows a strapping young fire fighter staring straight back

 
Youth's elixir: Another man, seen stirring a cup of coffee, catches sight of himself in his days working in a lab, stirring the contents in a beaker

Youth’s elixir: Another man, seen stirring a cup of coffee, catches sight of himself in his days working in a lab, stirring the contents in a beaker

 
How we were: An elderly woman clutches a comb for her white hair while the dark-haired reflection of a young school teacher, a notebook and red apple in her arms, reflects back in her mirror

How we were: An elderly woman clutches a comb for her white hair while the dark-haired reflection of a young school teacher, a notebook and red apple in her arms, reflects back in her mirror

 

These are the photos taken by Dallas, Texas photographer Tom Hussey using sets of real people aged 40 to 50 years apart. 

‘We cast two people for each part — an older “Patient” and then another actor to look like the patient 40 years earlier in their lifetime,’ Mr Hussey told the American Society of Media Photographers.

 

Yet the underlying message is much more painful as a reflection of a mentally debilitating disease five million men and women in the United States currently suffer from.

The photographs ran as an ad for an Alzheimer’s pharmaceutical patch – seen on many of the model’s arms – aiming to help those suffering from dementia, a disease that gradually strips its victims of its more recent memories.

 
Disease: The ads were taken for an Alzheimer¿s drug, a disease that gradually strips its victims of their newer memories, for some eventually leaving them with only those of their youth

Disease: The ads were taken for an Alzheimer¿s drug, a disease that gradually strips its victims of their newer memories, for some eventually leaving them with only those of their youth

 
Familiar faces: Approximately five million Americans suffer from the disease, that leaves many of its victims only remembering their past lives

Familiar faces: Approximately five million Americans suffer from the disease, that leaves many of its victims only remembering their past lives

 
Models: The collection was taken with the help of several sets of models that resembled one another despite being 40 to 50 years apart in age

Models: The collection was taken with the help of several sets of models that resembled one another despite being 40 to 50 years apart in age

For some people, they eventually only remember the memories of their youth.

Symptoms of dementia include loss of memory, mood changes, and problems with communication and reasoning. The progressive nature of dementia, such as Alzheimer’s Disease, means that the symptoms will gradually get worse.

At the moment the Alzheimer’s Society estimates that there are 800,000 people in the UK with dementia.

It was a WWII vet who inspired Mr Hussey’s collection that later won him a gold Addy and ran in the 2010 Communication Arts Photography Annual.

‘He commented that he didn’t understand how he could be 80-years-old as he felt he was still a young man. He just didn’t feel it was possible he could be 80-years-old,’ Mr Hussey told the ASMP of the war veteran.

He later built a bathroom set and photographed the man gazing at himself in the mirror, as a 25-year-old version of himself smiled back.

 
Surprises: The collection's idea came to Dallas photographer Tom Hussey after a conversation with an 80-year-old WWII veteran who expressed disbelief in his old age

Inspiration: The collection’s idea came to Dallas photographer Tom Hussey after a conversation with an 80-year-old WWII veteran who expressed disbelief in his old age

 
Reflections: The profession the men and women were seen as being, a seamstress pictured, were chosen by their casting and location aspects of the ads

Reflections: The profession the men and women were seen as being, a seamstress pictured, were chosen by their casting and location aspects of the ads

 

 
Rediscovered: A man uncovers his old welding mask and after turning to look in a nearby mirror sees himself with the mask strapped to his head as a younger man

Rediscovered: A man uncovers his old welding mask and after turning to look in a nearby mirror sees himself with the mask strapped to his head as a younger man

‘We worked through the casting and location aspects of the ads helping to determine what profession the patient had been in their youth so we could portray that in the reflected image,’ he said of the photos’ creation. ‘This profession drove what room setting and propping needed to be created to complete the image.’

In result, a seamstress sees herself seated before a sewing machine. In another photo a welder holds his old mask while turning to see himself in his much younger years, the mask clipped securely around his head.

In some of the staged photos actual pictures of the models are seen tucked into the setting, showing them how they used to look, Mr Hussey said.

‘The images are all about history — remembering yourself in historical context. I think the history and memory aspects are very important to me and my interest in this helped make the campaign a success,’ Mr Hussey said.”


There’s something quite haunting and sad about the fact that most of the people are smiling in the mirror, or from the reflection. However, a few concerns have been raised that Alzheimers doesn’t just affect the elderly. Regardless, I think it’s a great project, and probably the best I’ve seen for an Alzheimers campaign.

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