This advertisement for UNICEF childcare mission created by Taivas, Helsinki, is a copy-oriented one. The ad tries to touch our hearts, inviting the need for care of the hapless children who are alone in this world. It says that motherhood is not biology but a state of mind. Anyone can be a Mom for a moment regardless of gender, race or social status.
mom new
The lengthy copy is displayed as a mother’s image. It makes us know UNICEF’s efforts to look after the destitute children’s basic needs, health, alimentation, education and basic security.
The copy has a heart. But some minor mistakes in the copy distract the attention and shatter the impact. (When he closes his eyes, he remembers his mothers face. He hopes that in the morning when we wakes up, Mommy will be back.)
Credits:
Advertising Agency: Taivas, Helsinki, Finland
Art Directors: Jyri Niemi, Anna-Mia Alanko
Copywriter: Adele Enersen
Graphic Designer: Fredrik Stürmer
Account Supervisors: Heini Häyrinen, Joanna Kokonmäki
Via: Ads of the world
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