Let your 2nd hand clothes help the 3rd world.

Creative advertising is important when it comes to themes like child abuse, domestic violence, homelessness, and poverty. Usually, the ads we see for international aid agencies involve images of starving children, walking miles in bare feet to collect dirty water from a creek that has almost dried up. They are devestating, and heartbreaking, and they evok sadness and sympathy, and they sometimes make us wonder (or realise?) whether or not we can even make a difference.

At least these ads are a little different, imaginative, and still get the message across. The advertisers have gone for hope and optimism instead of hopelessness and sympathy. I for one prefer the images of  some kids in school and a village with clean water, to those pictures that make me feel guilty and sad. I think this kind of ad would generate a little more curiosity and interest anyway, even if only because it is different to what is expected, and makes you respond differenly to the ads you see all the time.

Hopefully, Humana sells the second hand clothes and uses the money to buy books for classrooms and wells for villages. Otherwise, I fail to see how donated second hand clothing can educate and nourish.

Advertising Agency: LoweDraftFcb, Amsterdam, The Netherlands
Art Directors / Copywriters: Maarten Vrouwes, Friso Ludenhoff
Exec Agency Producer: Peter Burger
Director: Ismaël, Pink Rabbit
Producer: Leonie v.d. Hoevel
DOP: Gabor Deak
Post production: Condor
Sound Production: The Alamo Race Track/FC Walvisch
Special Effects: Rob’s Propshop

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