Ammunition for the Salvation Army

The Salvation Army in Brazil, Exército de Salvação, used military images to connect charity with volunteer support. “Suas doações são nossas armas.”, is translated from Portugese to English as “Your donations are our ammunition.” The helicopter and tank images were both entered at Cannes 2007, the helicopter winning bronze.

Heliocopter in Salvation Army print advertisement

Tank in Salvation Army print advertisement


The Ammunition campaign was developed at McCann Erickson, Sao Paulo, Brazil, by executive creative director Adriana Cury, creative directors Milton Mastrocessario, Ana Clélia Quarto, Danilo Janjacomo, copywriter Marcelo Padoca, art director Fernando Reis, and photographer Zarella Neto.