This award winning print advertisement campaign was launched in Singapore by National Council on gambling problem in public interest. The campaign apparently aims at spreading message about the repercussions of gambling habit that virtually destroys life of a person. The campaign while stressing on the negative fallout of this habit urges people to stay away from it and use gambling help line to get rid of it. The advertisement has been logically drawn on cards reflecting ace, diamond and joker and it shows a series of events that usually take place in life of a habitual gambler. The ads are showing how person spoils his own and family’s life with this habit.
The presentation of the campaign is not very impressive but it also represents a powerful example of effective communication. The art direction and illustration of the campaign are really outstanding. The idea here is very refreshing and innovative with perfect execution. The tag line of the campaign reads, ‘Is your life on the cards’ and is created by McCann Erickson, Singapore.
The campaign has been recipient of many awards as well. It has won so far, Asia Pacific Advertising Festival (AP AdFest), 2007 (Bronze) for Campaign for Poster in Conventional space, Asia Pacific Advertising Festival (AP AdFest), 2007 (The Best Use of Illustration) for Print Craft and Cannes Lions – International Advertising Festival, 2007 (Silver Lion Campaign) for Public Awareness Messages.
Via: Ads of the World
