Dude, Children Are Serious Athletes!


Playing against the somewhat limiting squeaky clean image the International Children's Games has, Grey SF came up with a campiagn that makes kids look at bit more...hmm...Dennis Rodman. Cuz, well, who wants to see a perfect Limited Too kid with Hannah Montana sneakers when you can see kids with tattoos, soccer ball heads and ears pierced with golf clubs?

Grey Creative Director said, "Once people heard about the idea, help came from all over. World-renowned photographer Jill Greenberg joined the team. Then the free media poured in with billboards, wildpostings, bus shelters, and posters. But best of all, the kids ate it up. So much so, we offered free haircuts and henna tattoos to any kid who wanted one, turning hundreds of kids into walking billboards."

Nothing wrong with a bit of kid-powered viral marketing. See the other two ads here and here.

by Steve Hall    Jun-13-08   Click to Comment   
Topic: Campaigns, Cause, Good   

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I don't think kids should be encouraged to look so anti-social. They are already having enough challenges emotionally at this time.

The same things on smiling, happy kids would be just as effective, especially that soccerball head!

Posted by: Winni-Pig on June 13, 2008 1:45 PM

'Antisocial??' Why, because they're supposed to be expressing their competitiveness and uniqueness? Or because you think a piercing, hair dye or tats is 'antiscocial'? What a prude. So sorry the world isn't a Jcrew catalog.

Posted by: Mike on June 13, 2008 2:19 PM

Tattoos, piercings, and dyed hair doesn't make you look antisocial. Snarling does.

That said, I don't think smiling would have made this as effective. It's effective because the kids look like they're badasses. And being a badass is cool.

Posted by: Andrea on June 13, 2008 5:02 PM

You can debate whether they should smile or not, the fact is they are so retouched it looks totally fake anyway.

Posted by: Sylvain on June 15, 2008 2:51 PM

You can debate whether they should smile or not, the fact is they are so retouched it looks totally fake anyway.

Posted by: Sylvain on June 15, 2008 2:52 PM

hooray for the further exploitation of children. I'm going to put some sandwich boards on my 3 year old and see how that goes.

Posted by: jacmadsen on June 16, 2008 12:26 PM


so what you're saying is a campaign for a non-profit organization done pro bono by all involved is exploitative? i'm guessing that maybe adbusters is too much of a sellout for you?


Posted by: robert on June 16, 2008 10:44 PM

Mike, you totally misunderstood me. I have no problem with any of the body mods, whichever ones are actually real.

I just like kids to look as if they don't have to be saying "screw you" in order to feel confident.

I am all for healthy, strong competition.

Posted by: Winni-Pig on June 18, 2008 4:39 PM

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