child_abuse

We’ve covered the gamut of child abuse awareness advertising here on ANIMAL: glow-in-the-dark pedophilia; a shocking suffocation installation; Photoshopped violence; and Photoshopped artsy violence. Obviously, this is a subject for which it’s difficult to find the right balance of creativity and gravity.

This spot, “Burden,” by McCann Milan for the Italian chapter of Casa do Menor (where you can view the disturbing print ad from the campaign) comes close to getting it right. the understated xylophone-y music is spot-on. |Video: Creativity Online|