Hal Riney Thinks a Big Crack Will Get San Francisco to Prep for Disaster

ARCBA crack2.jpg

For the American Red Cross Bay Area, Hal Riney launched a campaign called "What Do We Have to Do to Get Your Attention?"

One interesting effort was a set of shaking bus shelter ads. But the show-stopper was Supercrack, which isn't nearly as exciting as it sounds: a huge artificial crack down the middle of Union Square in San Francisco.

In an ideal world, the initiative sparked a burning desire in Bay Area denizens to prepare for a major earthquake, which could come at any time.

Unfortunately, if you've lived in the Bay Area most of your life like half of Adrants has, you're used to the occasional earthquake. And you're probably not going to shove off to the nearest Target and stock up on rations.

by Angela Natividad    Aug-23-07   Click to Comment   
Topic: Cause, Outdoor   

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"And you're probably not going to shove off to the nearest Target and stock up on rations."

Then you aren't a very smart or responsible individual, and you'll be sorry it happens. I mean, that's like saying, "and I'm probably not going to go get myself a bike helmet", or "I'm probably not going to wear sunscreen".

You'll be sorry when you find yourself without any food or resources after the earthquake hits.

Posted by: don't be dumb on August 23, 2007 2:45 PM

the commentary/reviews by adrant staffers of current and breaking creative is snarky at best. really tedious. for godsake put some thought into things...

Posted by: Todd Markham on August 23, 2007 9:33 PM

If we're so tedious, Todd, why are you still here reading us?

And why would we waste brain cells putting serious thought into advertising, one of the least serious businesses out there. We're here to have fun. There's always Advertising Age if you want "serious thought."

Besides, we like to conserve our brain cells for important things like, you know, sex, eating, watching TV and following nipple slips on Perez Hilton

Posted by: Steve Hall on August 24, 2007 8:56 AM