Wordy disaster

A wave of certain words can be very deadly.


advertiser: Canadian Red Cross
agency: Cossette

This ad for the Canadian Red Cross by Cossette is an effective marriage of medium and creativity that sends a poignant and timely message to newspaper readers. The ad depicts a tidal wave of disaster-related words like hunger, injuries, typhoon, pandemic, earthquake and tsunami threateningly rushing towards the shores of a city. The ad was placed in quick response to the recent tsunami that hit Asia Pacific by the Canadian Red Cross as an urgent call for donations. The copy reads, ‘After waves of disaster hit Asia Pacific this week, we’re on the ground providing aid, support and hope.’ We always knew words could be powerful and this ad is a great example of that.