Portraying reality as reality is the most sincere and effective way of communication, than the photoshopped or retouched beautification of half-truths. This is also true in the case of advertising, as it is all about effective communication. Photoshop is not needed to portray poverty, miseries or natural calamities.
This print advertisement for Red cross, pleading for help for the victims of floods in Indonesia, may not find its way to the Cannes Lionâs cage. However, it is real and this reality itself speaks volumes about the hapless victims.
The ad, developed by BBDO Guerrero Proximity Manila and appeared in the country’s largest daily, uses a real picture that is powerful enough to convey the message.
Credits
Advertising Agency: BBDO Guerrero/Proximity, Manila, Phillipines
Creatives: David Guerrero, Joel Limchoc, Brandie Tan
Agency Producer: Al Salvador
Photographer: Aaron Favila, AP Photo
Retoucher: Manny Vailoces
Via: Scary Ideas
