I don’t like this ambient campaign.
The cause is important. The concept is original. The placement is clever. The partnership, with children’s clothing retailer Coccodrillo, is very strategic. Oh yeah, and it won a Bronze Media Lion at Cannes.
But I still don’t like it. Why? Because as a parent I don’t think it is necessary to shock people with such visceral disgust about an issue of which they are already well-aware. (Especially if they are affluent enough to be shopping for branded kiddie clothes.) In my opinion, the cause of child safety on the internet needs to educate at this point, not just get attention. And I don’t even want to think about how these might appeal to a predator. Ick.
Video case study (in Polish) after the break.
Senior Art Director: Slawomir Figura
Senior Copywriter: Dagmara Witek-Kusmider
Account Manager: Ewa Wasniewska
Print Production Group Head: Grzegorz Jedrych