This disturbingly different campaign is a part of the campaign on behalf of Adam Le Adam, a charity for the Elderly. The campaign aims to raise public awareness about the shocking fact that every year an increasing number of elderly people commit suicide.
The advertisement conveys this message to an arresting image of an old woman who is knitting noose. We can see wrinkled, anguished lines of tedious pain in her face, and the image will pain us. The concept is cruel enough to make us soak in pain with its pretended subtlety. But we know that it is actually obvious.
CREDITS
Advertising Agency: Shimoni Finkelstein Draftfcb, Tel Aviv, Israel
Executive Creative Director: Kobi Barki
Creative Director: Ori Ganot
Art Director: Eldad Levi
Copywriter: Kobi Barki
Photographer: Menahem Reiss
