This really effective ad directed by Clement Beauvais, shows the invisible killer that is disease found in 3rd world water.
The film shows someone drawing using water, we remain unable to see what he is drawing because of its transparency. Until he drips black ink onto the water and then the image is revealed as the ink floods into the water without being absorbed into the paper.
Black has strong connotations of death, and when it taints the pure transparent water sitting on the paper, it is most symbolic of the disease running rife within dirty water that has the power to kill.
A beautiful piece of imagery, and a powerful one at that.
Following the small african boy looking emotionally up at the camera, loads of symbols of death are shown; crosses, crows and a skull, demonstrating the effects of drinking such water.
The fact a small child is used is definitely an emotional trigger, used to persuade to donate. A common thing I am noticing with campaigns, the uses of children because of how emotionally attached we are to them, as an inbuilt human instinct, our instinct to protect our young and make sure they go through no harm and never suffer.
Therefore, using a child emotionally involves you in the situation persuading you more to donate to stop this happening.
An example of this happening is in the refugee campaign. How finding a child on the beach was the trigger to people to start looking at things from an emotional and humane perspective, which hadn't been done previously.
As a reaction Cameron took in 20,000 more refugees.
An example of this emotional trigger working, making people realise by sparking that inbuilt piece of human nature.
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