Australian Childhood Foundation, via JWT Melbourne, uses Outdoor to show how abandoned kids are made to feel invisible
![ACF_SpencerSt2[p].jpg](http://campaignbrief.com/wp-content/uploads/2009/05/ACFSpencerSt25Bp5D.jpg)
The Australian Childhood Foundation has once again partnered with JWT Melbourne to create a unique outdoor advertising campaign to raise awareness about the seriousness of neglect as a form of child abuse.
Entitled “Invisible”, the installations are located at popular sites around Melbourne CBD and
feature a bill poster pasted over a child-sized mannequin.
The highly emotive posters depict a lonely, abandoned figure of a child so invisible to everyone that he can be literally covered up and made to disappear. It acts as an invitation to members of the public to reflect on how easy it is not to notice vulnerable children.
The campaign highlights the need for adults to be aware of children in their local neighbourhood and be prepared to take action to offer support.
Client: Australian Childhood Foundation
Agency: JWT, Melbourne
Creative: Richard Muntz (Executive Creative Director), Keith Nicolas (Deputy Creative Director) & Scott Glennon (Senior Copywriter)
Production: Lauren Napthine
Account Service: Tim Seow
39 Comments
The child is not invisible, merely covered up. Although once the mannequins are vandelised or stolen, then I guess it will be invisible.
Be cooler if you use a real child.
the line seems really clunky…
JWT should be covering up most of their work full stop.
Yawn.
More charity grist for mill.
It looks like a ‘popular site’.
Sell more Fords? Or charity ads aimed at award juries?
Hmmm… can’t understand why agencies are in trouble.
Holy Fuck.
That is just so terrible.
Creatively, it makes very little sense. And the transparency with which it is hunting for awards is vulgar.
Here’s a better idea for an agency desperate to promote itself.
Write a fucking ad about your agency. Explain why it is so good.
Not only would it be far more direct, it would also promote a key part of what we do.
Advertising!
I’m tipping, by the way, this work will remain invisible come award time.
The fact isn’t interesting enough to make me take notice. Neglected children are made to feel invisible. Really?
And the execution doesn’t highlight the fact in an interesting way.
Back to school.
As Pauline Hanson famously once said, please explain:
“The campaign highlights the need for adults to be aware of children in their local neighbourhood and be prepared to take action to offer support.”
What does that actually mean? I reckon it’s a recipe to be accused of being a pedophile.
The end is nigh and people are wasting valuable energy doing this nonsense.
We’re doomed – head for the hills.
I want to start a campaign that calls for an end to child abuse being abused by advertising agencies.
Enough is enough.
Ok.
Let’s think this through. Neglected kids are made to feel ‘invisible.’
Ok, ad 2.
‘Neglected kids are sometimes shouted at.’
and
‘Neglected kids are hit.’
Tell us something we don’t know already.
I actually saw them all out and about taking these photos and filming ‘real’ people’s reactions to it. Patting each other on the back and smiling. It made me want to vomit.
Have a look at last years One Show annual.
Specifically the print ads with the children painted over as if they didn’t exist.
I get tired of reading negativity on this board. We’re all professionals no???
This is charity work. This is a campaign about creating awareness, and that’s exactly what it did.
I can respect good work! Why can’t your bitterness???
http://www.bestadsontv.com/outdoor_details.php?id=21469
Neglected children arn’t invisable.
They’re the ones wearing rags and black rings under their eyes.
Sometimes you can identify them because they are begging.
Later in life they can be found in gaol.
This is shallow and just not thought through.
Does this ad have the power to impact upon the passerby?
That’s what you should be wondering. That is what we do right?
I know it would get my attention.
Also has anyone who previously commented bothered to do an ad about what neglect does to children?
By the way you’ve got $100 to spend, which probably isn’t far off what was used to create this ad.
I feel invisible sometimes.
Vanessa at 3:29PM, did you learn everything you know about neglected kids by watching Oliver Twist?
BIRD BIRD BIRD BIRD. BIRD IS THE WORD AH BA BA BIRD BIRD BIRD, BIRD IS THE WORD. A MOOM MA MA MOOM MA MA BIRD BA BA BIRD.
Maybe it’s an attempt at recycling. Here’s a JWT Melb print execution from 2007:
http://adsoftheworld.com/media/print/ford_territory_boy
I thought this was a Joke at first.
Its a bit wrong isn’t it?
Perhaps its scammy charity ads that only benefit agencies who have trouble cracking good work on their real clients that should be neglected.
hmmm?
Really this is crap. Looks like the work of AWARD students.
No so much invisible but suffocated by the look of things.
Sounds like a few of you may be bitter twisted c*#(s who may have been let go from JWT…
I know a good idea when I see it!
JWT is in creative free fall and this is what they come out with. What a pathetic joke. Surely some body in there has the brains to figure out they need to start doing the basics before they come out with ‘award winning’ work. How sad.
Ads like this are made to be invisible.
To the public.
Clunky line, no real insight and kind of disappointing execution. If this is the best they can do with one of their ‘easier’ clients, JWT really is in trouble.
you guys are just bitter and angry.
deep breath, chiiiiiill.
it’s not a gold, but i dont think its straight to the bin either.
if i walked or even drove past it, i’d definitely give it a second look.
the award submission photography is a bit rank though… you’d at least try and get the logo in.
It’s very confronting. It caught my eye.
But its showing me the problem without offering a solution. A little website just doesn’t cut it.
It may win awards but really its creative for creative sake.
M
Scam.
One off poster put up by the agency.
Seen by no one.
Influenced no one.
Pasted over in no time.
Fail.
Craig said:
Scam.
One off poster put up by the agency.
Seen by no one.
Influenced no one.
Pasted over in no time.
Fail.
May 13, 2009 11:31 PM
If you saw it on bestads you might realise there is another site where it was put up. Not sure how many more were done.
Yeah but Christine, that’s the problem with ‘ambient’ work like this.
You won’t walk or drive past it. Because it’s only up for as long as it takes to get a shot. Sometimes with a member of the creative team pretending to be a punter ‘reacting’ to it… sometimes not.
Seriously – how long do you think that store dummy would last under that poster, in real-world conditions, anyway? It’d be pinched in about 5 minutes, and the joke’s over.
This has been made solely for awards. But I’d be surprised if it picked up, because it’s just not that good.
ps – I just got sent the latest London International book. There’s a much better version (still scammy, nodoubt) of this thought in there – with people painted to blend into their surrounds.
How about this.
Do great work for charities and other NFP’s.
They need it now more than ever.
And never, ever enter them in an award show.
Then we will know that you are really there to do the best work for the client and the cause.
Not to just get an agency funded junket to a villa in Cannes….
page 275 from the Work 08 annual.
enough said.
– Chris
Is this suppose to make me feel sad, why does it look kind of funny?
Not a good execution.
Even the actual billboard is having a go at the poor little sods!
That’s what’s bugging me about this.
Dear Oh dear
Cripes! What a lot of vitriol. Unfortunately I think this kind of thing is more symptomatic of the industry as a whole; because creatives and their agencies can and do succeed at ramping up their profile by winning awards for spurious spec ads, it creates a self-gratifying culture. A reason why effectiveness based awards are beginning to become a more popular barometer of creativity.
If this was a real poster in a real place, those Nikes wouldn’t last 20 seconds.
Scam, scram.