2 years ago I got a T-Shirt with a message “My friend went to UK and all I got was this lousy T-shirt”. Pretty funny, but this time the very same concept was used as a parody in a very different context. Below is the sample of T-shirt and letter which were sent to mothers by PIA (Peace in Action), whose sons soon will be called to duty by the Austrian army.
There are two alternatives in Austrian army:
- Obligatory army duty, there people use weapons and sometimes are sent to missions abroad. (for example to Chad.)
- Alternative peaceful civilian service.
PIA is campaigning for mothers, to help their sons to choose that second, alternative way. I believe that every mother that got this T-shirt example put a lot of energy convincing their sons to choose the peaceful services. The campaign is indeed creative, and targeting the right people (sensitive mothers). Thumbs up!
Advertising Agency: CMF studios Wien-Hamburg, London
Creative Directors: Andreas Spielvogel, Thomas Tatzl
Probably related ads:
Terminix – Power Over Pests (disgusting but creative)
Is it the Austrian army? or the Australian army?…
very different I think
Eric, thank you for noticing, it was such a dumb mistake! I’ve just looked at the plate and it says Austria, uh!