Saving lives? Sex with snowmen? How a great idea can obscure your message.

Posted by Tom Megginson | 10-05-2012 14:58 | Category: Environment


Maybe it’s my shame, not theirs, but when I first saw this French environmental campaign as thumbnails on Ads of The World, I thought it was about Kama Sutra with snowmen. Then I zoomed in, and thought I was looking at a first aid ad. Then finally, I read the copy.


It’s a good visual concept in theory. (The models could be a little less modelly, but this is a Parisian campaign…) However, it would have been better used for an Alpine lifesaving course. The mental leap from “CPR on a snowman” to “saving the snowy environment” to “clean the slopes” is just too far for a casual reader. Then again, I’m not a skier.

See one more after the break.


Mountain Riders
Marcel, Paris
Additional credits:
reative Directors: Emmanuel Lalleve, Florent Imbert
Art Director: Julien Simons
Copywriter: Xavier Le Boullenger
CEO: Pascal Nessim
Account Supervisor: Céline Colin
Photographer: Sacha Goldberger
Art Buyer Supervisor: Jean-luc Chirio
Art Buyer: Anne Traonouil
Ads of The World

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