Fear. Fatal than love and deadlier than death. We can classify fear. Smoking kills. A bullet also kills. But we fear death by a bullet more than that caused by smoking. The fear of being beaten to death, stabbed to death or burnt alive are more frightening. That fear scares the **** out of your life.
This print campaign for Wilkics martial arts academy banks on this powerful emotion. The campaign, developed by Ogilvy, New York, makes us remember the insecure society and the dangers lurking behind its unexpected, dark corners. It remembers you the necessity of empowering yourself by practicing martial arts.
Meticulous art direction really makes this campaign noticeable. Needless to say, the copy has a ‘punching’ effect. It really supports the art-direction.
CREDITS
Advertising Agency: Ogilvy, New York, USA
Art Director: Rich Wallace
Copywriter: Richard Ryan
Retouchers: Brad Palm, Maggie Palm
Photographer: Shawn Michienzi
Via: Ads of the world
