Children can be cruel.
Teach them that animals have feelings, too.
I think that translation can be cruel too. Or , it might be the copywriter who is cruel. This print ad for Respect and Care for Animals adopts a fresh way of communication, but the problem is, the copy and the illustration are not in unison.
cat 5
The ad, in somewhat symbolic way, depicts the vision of children. Children are not intentionally cruel, as implied by the illustration. Cutting a tail of a cat or dog is just like doing something on his toy. It doesn’t mean that they are cruel actually. But they are ignorant. Parents should teach them to love animals, not like toys, but like animals. That is the communication from the illustration, and that is the right one.
But the copy is far away from the communication point. Something like ‘’animals are not toys. Teach your children to love them’’ would have been apt.
CREDITS
Advertising Agency: McCann Erickson Belgrade, Serbia
Creative Directors: Jana Savic Rastovac, Vladimir Cosic
Art Director: Milan Perisic
Creative Coaching: Yaniv Mlinarski
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