Marketforce creates new Salvation Army work
The tradition of creating a strong Oasis/Salvation Army Campaign Brief ad continues at this year’s Ball. This year on behalf of The Salvation Army, Marketforce has developed a new series of ads highlighting the dramatic impact that the organisation has on the lives of young people suffering from neglect and abuse.
The highly emotional and visually arresting campaign was created to raise awareness of the Salvos’ work to Oasis Ball attendees and thank them for their generosity in supporting the cause.
Through their Crossroads West program, The Salvation Army provide valuable support for young people whose home lives are severely disrupted by their parents or guardians’ alcohol and drug addiction, physical abuse or abandonment. Oasis House in Mirrabooka was set up to provide a safe and stable environment to help them make the transition to independent living.
The Salvation Army’s, Warren Palmer said “These ads depict strong visual images of the reality that troubled youth face in WA every day and we hope to use the campaign across other areas”.
The campaign was created by Marketforce writer Ryan Albuino and art director Andrew Chu, creative director Andrew Tinning with photography by Allan Myles, retouching by Madeline de Pierres and producer Kate Downie.
30 Comments
The one with the kid works.
We all know why…
The others? I can see a ‘forced’ thing developing across this blogsite…
World class.
Beautiful. Onya Chewy and Ryan!
If everyone filled the blog with posts congratulating themselves anonymously over their work it would soon become very tedious. I am allowed to say this is nice because I don’t work at Marketforce. 7.24 and 9.09, what about you?
I don’t work at marketforce either. Nice work guys.
Very nice. Mylesy’s photos are great as usual.
Top one works the best as it’s strongest on the shielding.
I do like that the shield has seen plenty of scrapes.
Simply well done.
Was it the clients idea to make the logo that big? See what I did there?
Ryan make sure you take the shield to Oasis. You might need it if you lot win agency of the year ha- ha. (Personally I think you deserve it).
Don’t mind it. Using a logo as a form of something isn’t very fresh though.
Ryan take the shield? What about Chewy? I can’t see too many words on there for the copywriter to have contributed…
Brilliant. Great idea and very well executed. Well done to all.
Another great bit of work by these two.
How old are these cats? They seem to be consistently churning (wrong word) out top campaigns and if their photos are any indication they’ve got to be juniors.
‘Based over East – here for Friday’ Adman
11.03.
Wow. Three times winners on the back of their weakest year in years. That’s a big call
No, no 1.06. You must’ve been looking at a picture of Tom and Steve. They’re the wipper snappers.
Beautifully shot, but aren’t they just executing what the SA shield has always stood for – there is something that is a bit back-to-future about it. I can imagine the idea being done for them in the ’20s or ’30s by a poster artist – maybe that makes them classic.
The other thing is; I look, I am engaged, and then I do what? Give the creative team a slap on the back? I know it may not play so well in Asian award shows but I think a line of copy would have helped, oh here’s one; “The Salvation Army provide valuable support for young people whose home lives are severely disrupted by their parents or guardians’ alcohol and drug addiction, physical abuse or abandonment.” then a localised url.
God, it’s easy being a client.
3.07. I think you meant to say, “God, it’s easy being a bad client.” Well done to the Salvation Army for approving an ad that does in one powerful image what 3.07 did in several lines of ill-chosen and unemotive words.
3.07 sometimes a picture does indeed speak a thousand words.
agree with the point about the first best being the best use of the shield – that homeless guy just has the world’s hardest and most uncomfortable metal blanket of all time.
Im pretty sure the ‘domestic violence’ child is missing a toe.
Its a sign of the times when a mutant child gets a gig shooting an ad.
3.07 I hope for all our sakes you are taking the piss. Although, if you really are a client (or a suit) you’re probably not. You’re certainly no copywriter.
Why would you need to write it, when the image already says it?
Plus, don’t forget this is the Award/ad-site version, the real poster would probably have some copy, logos url etc
This will win shit. Lots of it.
And in other news this week…
Seems this week’s guest judge on bestads, Ronald Wohlman, is too busy flying around the world to read any recent award books. The outdoor and press concepts he’s chosen have been done before, they are both in books I have on my desk.
Lovely. I mean terrible. In a good way.
All three work. You could do a billion of these executions and they’d work.
(Work at a rival, but RespeKt where it’s due).
3.07 – well spotted mate! Yes indeed, they are ‘executing what the SA shield has always stood for’. But I’m not sure why you see this as a point of criticism.
The agency have communicated this with great creative – a beautifully shot execution that helps deliver the visually arresting idea. What would you prefer? An ad that doesn’t communicate what the SA stand for?
I love this campaign. However, why is there no menacing shadow in the second and third idea?
Love69.
The close-cropped version of the first ad on the back of the CB award magazine doesn’t seem to have the shadow in. Maybe the MF guys felt it was distracting? I hope they use some of the outdoor sites they bought at the main auction to run these three as a poster campaign.
beautiful work. photography is very moving. the shield idea is clever, well done.
Oh look it ran with a line of copy on the back of CB. And another logo.
extremely affective – best salvation army ads i’ve seen
I think teh pictures were well taken, visual is good. Good job on phoography. don see much of his works overseas though