Here's another example of a nonprofit falling victim to ad agency abstraction of their message:
I just hope the Food Depository didn't pay for this work.
Why can't ad agencies create work that comes right out and says what the problem is and how the donor can be part of the solution? It's not that hard!
But these ad guys (or maybe their interns) jump through hoops to create abstractions and philosophical conundrums. In this case, it's all built around the notion that for some people, food is an unattainable "luxury," and that's just wrong. And they use the conventions of luxury advertising, applied to food.
Okay. It's a thought. But in what way does that motivate anyone to take action?
If anyone takes the trouble to figure out the puzzle, all it leaves is a vague sense of outrage. Or a bemused smile at the upside-down values of our world.
But donations to food banks? I wouldn't bet on it.
The need for food across the US (and around the world) is extreme right now. I strongly urge you to support the work of your local foodbank. A small gift will go a long way (and a big gift will go farther).
But please -- I'm talking to any ad agency types now -- don't give them any more abstract messaging. It does more harm than good.