Save The Children Romania - Ioanna, 9 years older a.k.a Mascara tears

Beautiful portrait, and that's all I have to say about that. If you can't see what's going on, click on the image for the art director-size to drool over. ;)

Client: Save The Children Romania
Agency :Saatchi&Saatchi Bucharest

Photographer: Arioca
Creative Director: Nick Hine
Art Director: Daniela Nedelschi
Copywriter: Jorg Riommi

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Anonymous Adgrunt's picture
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Andreas-Udd's picture

Nine years older? Does this copy only work in Romanian?

purplesimon's picture

I understood it to mean that, 9 years from now, this is how the young girl would look. That works best with the tagline 'Bring Children Back To Childhood'.

Of course, that's quite subtle and I'm probably wrong, but that's how it seemed to me. :)

Dabitch's picture

I thought the mascara symbolized that she's mentally twice her age (ie; the age you'd be when you will have mascara tears. But seeing as girls wear makeup as young as ten these days, it's getting a bit murky.)

Andreas-Udd's picture

Three different interpretations. Not a very simple communicating idea is it?

Judy-on-the-Go's picture

Stress and traumatic events will age a person. This young girl became nine years older after she was abused.

Allan1's picture

I took it to mean that she was dressed up with earings (pierced), and heavy mascara. And then she was abused, causing the mascara tears, and prematurely ageing her 9 additional years - at least emotionally.

TDD's picture

The more I try to understand it, the less I think I do understand it.