Hasta La Creative!

Esquire recently asked three ad agencies to help with its male mentoring initiative. Today, Barton F. Graf 9000 unveiled its campaign: a political initiative to establish mentorship of children as a legal excusal from jury duty. The idea is that more mentors would mean better guidance for at-risk youth, and eventually, reduced crime rates and the need for fewer jurors in the first place.

The proposed Mentor Act is explained in a print ad in Esquire’s October issue. The ad itself could be mailed to state representatives, and it also points to TheMentorAct.org, which features a powerful film—directed by Michael Bonfiglio of Radical Media—asking prisoners who their mentors were. The bill can also be sent to lawmakers directly from the site.

“Ultimately, The Mentor Act aims to use the same court system that convicts people, to help children avoid committing crimes and entering the court system in the first place,” say Barton F. Graf and Esquire, which are “already beginning talks with state politicians to adopt this bill and hope to move the bill forward on a state-by-state basis.”

The other two agencies that got involved in the Esquire project are Makeable and 72andSunny. The former built a campaign around the website webuildmen.org, while the latter made ads with the theme “F*ck off, I’m helping.” See three of those ads below.

Une belle initiative de la société Esquire avec l’agence The Barbarian Group qui ont intégré ensemble de l’interactivité dans la dernière édition papier du magazine. Un numéro spécial “Augmented Reality” en kiosques, avec un design et des élèments d’animations 3D par Psyop.

Previously on Fubiz

• Augmented Reality Cookies
• Under Armour – ColdGear
• Grape Frogg