Martin/ Williams

Martin/ Williams, Minneapolis

The thing that I like about this campaign is it's successful use of shock. The autobiographies here shed light on a situation that many don't realize still exists today, let alone in the US. Martin/ Williams had this listed under their "Non-traditional" work, so I'm assuming these were distributed in receipt form, furthering the shock value upon discovering that it's not an actual receipt. Another thing that I like about this campaign is that it still empowers the viewer to do something, but in a way that is more action-oriented than guilt-oriented, as many other ads calling for change or charity invoke the latter (see every commercial that has ever said, "YOU can do something about this, so send us money").