Cancer Shape

Campaign for the New Zealand Breast Cancer Foundation to generate awareness about the importance of an early detection of breast cancer. Inflatables in the shape of tumors were placed in the streets, in the middle of people’s way. The campaign’s claim was “The longer you wait, the bigger the problem gets.”

This is the type of ad that makes you say, “What the…”. It’s just crazy but can you think of a more effective way to get people’s attention? What I find smart about this is that it’s placed somewhere it shouldn’t be, it’s doing what cancer does. It shows up where it’s not wanted and unfortunately puts your life in harm’s way. This ad doesn’t do that and they don’t want it to but it does make you feel uncomfortable. It’s a reminder.

Cancer Shape: Street

Imagine this in NYC where people are numb to advertising and trained themselves to block out what they’re not interested in, would they miss this? Considering the message I like the approach of it being in people’s faces,  making them a little uncomfortable. What’s interesting is that in all the images no one even seems to approach it, to touch it out of curiosity; I would! This to me shows just how uncomfortable it makes passersby.

The TV Spot is great and I truly find it a little creepy. Do you think it would have been too much to make it start popping through windows? Maybe, possibly too dramatic?

Overall this is a great ad which manages to command attention whether you want to give it or not. It’s bold, simple and creative. It’s creative advertising at its best.

Critique Agent: "dmadray"  -  http://twitter.com/depthskins

Damian Madray is the founder & creative director of Depthskins Studio & DesignersCouch, his responsibilities are in the areas of branding, web design and project management. Damian’s keen eye is always absorbing design elements around him which lead to the creation of DCQ. More posts by this author.