Hasta La Creative!

Africa Works, this ad campaign from Benetton promotes the Birima micro-credit programme in Senegal, a co-operative credit society founded by the Senegalese singer Youssou N’Dour. The programme will also receive financial support from Benetton Group. Photographer James Mollison portrays working men and women with the tools of their trade against a neutral background.

They include, amongst others, a fisherman, a decorator, a musician, a jewellery-maker, a farmer, a tailor, two textile sellers and a boxer. These everyday people become tangible symbols of an Africa that uses the dignity of work to fight poverty, promote equitable development, maximise its resources and take back responsibility for creating its future.
Youssou N’Dour, one of Africa’s best-known singers and a man committed to humanitarian projects, comments: “my personal experience led me to realise that when a loan, however small, is used to develop an idea or realise a project, it is an effective way of fighting poverty. This is why everybody must understand the value of micro-credit. Africa doesn’t want charity, it wants repayable subsidised loans.”

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Think for yourself.
Metro. Just facts.

Advertising Agency: CLM BBDO
Via: Kuteev

Think for yourself.
Metro. Just facts.

Advertising Agency: CLM BBDO
Via: Kuteev

Think for yourself.
Metro. Just facts.

Advertising Agency: CLM BBDO
Via: Kuteev

Good lord, there is nothing appropriate about this ad at all. The guy, who looks like my elementary-school principal, and his camera-shy wife can talk about filming weddings and costume parties all they want, but given the awkward cuts and muffled sound, they might want to try a different kind of movie business. (Though they’d have to watch out for George Putnam.) Unless the whole thing’s a joke, in which case they are geniuses. There’s a bit more info about Fred and Sharon here. Their Web site, sadly, is currently “offline.”

—Posted by David Kiefaber

The power of knowledge.

Advertising Agency: Mccann Erickson, Mumbai, India
Creative Director: Prasoon Joshi
Copywriter: Pk Anil
Art Directors: Kapil Tammal, Pramod Chavan, Sarbjit Roopra, Swati Goel, Sandesh Kambli
Photographer: Shekawat Hs Photography
Servicing: Shashank Lanjekar
Published: December 2007

The power of knowledge.

Advertising Agency: Mccann Erickson, Mumbai, India
Creative Director: Prasoon Joshi
Copywriter: Pk Anil
Art Directors: Kapil Tammal, Pramod Chavan, Sarbjit Roopra, Swati Goel, Sandesh Kambli
Photographer: Shekawat Hs Photography
Servicing: Shashank Lanjekar
Published: December 2007

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