Friends of the Earth Korea (KFEM) - you reap what you sow - ambient, Korea

At the risk of making Adland even more attractive to those odd environmental spammers who sign up just to add comments about their world-saving products (hint guys, those messages are never seen by anyone but me, quit wasting your time) - here's yet another campaign to educate us on how the pollution we spew will come back to bite us in the ass. Or lungs. For a nice change of poster-pace, this painted directly on to a wall (click the image for more and bigger photos).

Agency: Ogilvy & Mather Korea, Seoul
Chulwoong Choi (Designer)
Wain Choi (Chief Creative Officer)
Yongsun Kim (Creative Director/ writer)
Chohee Yu (Art Director)
Yongsun Kim (Copywriter)

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Anonymous Adgrunt's picture
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Dabitch's picture

I'm no writer but wouldn't "You will reap what you sow" work better than "you're gonna..."?

purplesimon's picture

Well, depends...

Personally, I quite like the informal colloquialism that "you're gonna..." lends this campaign. I mean, it's not aimed at writers, but more at people on the street.

That said...

Would it not be even better with the line: "Reap what you sow"? This is then even more direct.

Having said that, the verb, sow, means to scatter or place. Not sure that works with either the visual or the idea. Perhaps I'm thinking too deeply about this! It's still a neat idea compared to our Chinese creatives and their guns. Until the local hoodies start graff-ing their tags on it.