Neogama/BBH offices out of Sao Paulo, Brazil. This is work done for ADESF.
This is part of a print campaign called "Army of Toxicity." This print efforts aims to show the amount of toxicity inflicted on the body by a single cigarette. Brazilian agency Neogama/BBH used historical human conflicts to represent the invasive force of tobacco, and they had a nine-month long 3D modeling process, which helped give an epic feel to the imagery. This ad works because shows how intensely dangerous every cigarette can be to your body. It makes sense and conveys the client's message clearly but with sophistication.
This is JWT New York for their own environmentally friendly initiative, JunkTrashWaste. Even though this is work created by and for JWT, it is a good example that social responsibility doesn't have to be chastising, aggressive, or painfully non-artistic. The fact that JWT installed this using technology and without producing paper waste was smart because their whole initiative is to remove all waste from the agency; if they had created some super glossy print ad instead, it just wouldn't make sense. It sounds stupid, but there are so many advertisers out there who promote going green, but they promote it on fliers and synthetic t-shirts and such.
This ad is actually created by an agency called Campbell-Ewald for the Ad Council, but this spot is too good not to put in here. The dad in this was a stroke of casting genius because he makes the ad so lovable. The message is nothing groundbreaking, but it reminds parents that spending time with your child is important and doesn't have to be something extravagant or planned. The honesty in this ad is what makes it more memorable than other ads with a similar message; the cheer isn't a stereotypical cheer from the 1950s, so it seems like something little cheerleaders would say these days. I love that the dad gets sassier than the girl. work.
Now, here are some decent ideas for social responsibility, but they just don't mesh cohesively like the ads above:
This is for Guide Dogs Australia, by Clemenger BBDO Melbourne. The agency created a unique fragrance called Support Scent, which, when worn by a person would make those with impaired vision aware of the support they are receiving, via sense of smell. BBDO then teamed up with Australian cosmetics brand KIT cosmetics to develop the scent, now sold nationwide at Myer Department Stores, cosmetic shops, and online, with all proceeds benefiting Guide Dogs Australia. This whole concept is drawn-out and disconnected; I don't even understand how something as nuanced as a fragrance is supposed to catch on as a national phenomenon that blind people can recognize immediately. Also, what would a blind person do if they did recognize the scent somewhere? I don't really see any true benefit for the blind with this endeavor. The collateral looks beautiful, but the idea is just another far-fetched attempt to make the beauty industry more socially responsible.
This is one of the ads from Dove's "Campaign for Real Beauty" which received a lot of acclaim for Ogilvy and Mather's "socially responsible" encouragement of a more realistic view of beauty. They created some TV spots that are socially responsible; however, this ad is actually irresponsible because it was discovered that the photos of these "real women" were retouched!
This ad is not socially irresponsible because it promotes a destructive behavior, as it actually promotes quite the opposite. However, my issue with this ad by AMV BBDO is that the tagline is one that is often used by teens and college students in a positive way. The whole idea of getting so drunk you can't remember things is often turned around into a prize or badass thing to do when you go out. So, while this ad is telling young people not to get shit faced because you look like an absolute mess, I think the target audience would look at this ad and almost be more drawn to drunk images because that is considered the sign of having a good night.
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