Auckland City Mission and Mojo choose outdoor to show how living in poverty can be degrading
August 30 2010, 2:18 pm | | 14 Comments
Publicis Mojo, Auckland was tasked to dramatise the effect winter weather has onthose living in poverty. Symbols of basic needs (heat, food, power andsimple comforts) were printed on degradeable paper in order to breakdown in the rain and wind. Within one month of winter the family wasleft with nothing.
14 Comments
Succeeds only in trivialising it. Can we move on from these silly stunts please and produce real advertising for these real issues?
Isn’t it spring in NZ?
The ad doesn’t make sense in the first stage, looks like it’s covered in rubbish the second, and is the most straight execution in history by the third stage. All gimmick, no logic.
Agree with 3:02… a real ad would’ve worked much better.
The second poster is bigger than the first. Some very bad Photoshop work going on here.
I don’t mind the idea, although it is a gimmick, but I don’t think the degradable paper worked. As has been said, the middle billboard just looks like it was covered in rubbish. Maybe a water-soluble paint would have been better.
It’d be better if they did it as an agency self promo piece about Mojo being left with nothing.
waste of time and money
If I worked at Mojo and had all day to sit in front of the billboard watching it change, it may work well, but I doubt it will make much sense to me in the 0.3 seconds it takes for me to drive past it in my BMW on the way to my next lunch.
12.58 is correct. The blown out one on K’Rd looked a sadder mess than the ladyboy who blew me off.
boy did they stuff this up,
why couldn’t they have done something radder like a tree restaurant.
12.58: don’t you mean speed past in my 4 litre Porsche on the way to a celebrity get together on combatting carbon emission related climate change? Pfffft!
Surprised at the reaction. I like it. Simple to grasp (even by bmw drivers), evolves over a month or so. Never actually saw it – just read about it here – but makes the point. It’s just a billboard – not that much you can do at the end of the day. Don’t know the agency either but comments seem pretty vindictive – just how is this trivialising poverty as opposed to a “real ” ad?
That second frame is faked. What self serving bullshit. Makes New Zealand’s Next Top Model look like a Pulitzer winner.
To be fair. That other billboard is in the foreground and not actually on the wall, so a very slight angle change would make it look closer. I walked past it today.
But still. Dumb idea.