Cannes Lions

PUBLIC SERVICE AD

THE FIRST EDITION, Jakarta / THE FIRST EDITION / 2011

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Overview

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Credits

Overview

Execution

The creative strategic solution is using dramatic pictures taken by some photographers. The picture itself describes the victim that wants to ask for help (the hand was like try to get people's help). The message itself is about In God's Hand, which means the dead victim had been reached by God, but there are thousands of victims need our helps otherwise God will reach the others.

The strength of this ad is using the combination from dramatically visual (black & white colour and dark effect) and emotional copy that can raise human spirits and touch the heart.

Outcome

The intent of this communication is to remind people about the issue, which has not gone away yet. There are more victims who need help. Finally, this ad got more attention from the government and public so that the victims in turn got help from them.

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