Big Ant International have won a Gold Pencil for Design (Public Service Poster) at the One Show Design Awards held this week. Four posters were designed to wrap around poles, campaigning for an end to the war in Iraq, pointing to the Global Coalition for Peace web site. Grenades, rifles, missiles and tank guns come round the pole to catch up with the aggressor in each poster. What goes around comes around. The campaign won a Silver Pencil at the One Show and has also been shortlisted at the 2009 Clio Awards (May 12-14) (WON GOLD) and D&AD Awards (June 11), and won a Gold Outdoors Lion at Cannes International Advertising Festival (June 23).
Credits
“What Goes Around” was developed at Big Ant International, New York, by creative director Alfred S. Park, associate creative director Frank Anselmo, art director Jeseok Yi, copywriters Francisco Hui and William Tran.
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The posters are amazing…so very true…what you do to others, gets back to you…kuddos to the ppl behind this ad campaign! Hope the message of this campaign reaches to the right ppl who need to understand this!
Nice idea .. especially as far as selling weaponry to our future enemies is concerned; however, I do realize the necessity to be pro-active in times of war. I would, on the other hand, like to see similar posters showing the ‘what goes around, comes around’ theme for the sale of handguns and assault weapons. That’s where the problem is, as you can tell from the violence here and in Mexico.
This brings to the forefront, the history-long tension between the virtue of “do unto others…” and the reality that many times the only thing that can deter the aggressor is superior strength. While negotiating these difficult waters is posed to all of us on a personal level throughout our lives, I do not envy those who must make these decisions in the name of the collective ‘us’.
Don’t tell the Zionists! Don’t tell the Zionists!
Great idea!
What goes around DOES come around. Too bad Al Qaeda did not have the posters before 9/11.
Rick May:
I’m sure you left the word “illegal” out of the phrase “for the sale of handguns and assault weapons”, because it’s implausible for anyone to be so illogical as to believe that gun control laws will deter someone willing to commit murder over a few thousand dollars from obtaining a weapon because of the illegality of possessing said weapon. Because, you know, that mentality has also worked wonders for the possession and consumption of drugs. Oh, wait…
posters are good but i do have issues with the whole message that it is trying to say. not the soldiers fault that they are fighting this screwed up war. though i know they know what they are getting in to but its not their idea to fight there…. at least for the majority
stupid
That one with the tank has been photoshopped, they obviously doubled the length of the barrel
Yup…America is evil…wait! The developer lives in new York? The largest city in the United States!? OH! That’s right! The U.S. is one of the few countries that’s ever existed that would allow it’s citizens to produce something like this.
Anyways…the posters are cool, but the message is lame.
Brilliant concept, surprised someone hasn’t thought of something like this before. Though I suppose everything is obvious after it’s been done.
Former Soldier: It’s not meant to be aimed at soldiers. You’re being too literal. I still empathise with you’re sentiments however.
Robert: You’re an idiot. 9/11 and Iraq aren’t related.
I can’t believe someone would make something showing harm to our soldiers.I hope that you get what you have coming back to you…
it is because of the soldiers that are fighting for you that you can post these posters.
Think what you want about our country’s foreign policy and how we handle military conflicts, but how can you target specific soldiers who are merely doing their job. So many soldiers are in the military trying to get ahead and provide for their families; many of them don’t necessarily agree with the wars that our country is involved in, but they have signed up to serve their country, and this is what it is they are assigned to do. They give up years of their lives for YOUR freedom and sacrifice being safe at home. So regardless of what our COUNTRY should be doing, soldiers shouldn’t be targeted.
If you want to target “what goes around, comes around” (if you must) look at where the issue originates, and here’s a hint, it’s not with the soldiers putting their lives on the line.
It’s not targeted at the soldiers!!! People, do you not understand subtext??????????
It IS about the foreign policy!
I am a soldier who has returned from Iraq. These pictures are disgusting! I do not care about your personal opinions about the war or whether you agree with it or not. These pictures show harm to soldiers, your fellow Americans. I did not join the military to go to Iraq, it was not my choice or decision to go but I went because its my job. I joined the military to protect the rights and freedoms you all enjoy that so many people before me have fought and died for.
Have your opinions about the war but show respect to the soldiers who protect your right to hold those opinions. I was lucky enough to have returned safely but I have lost many friends over there. Their is no bigger slap in the face for us (soldiers) than to be targeted by people who put the blame on us for doing our job. People who refuse to step up to the plate and defend the very rights they are abusing.
If the issue is the U.S. being in Iraq and wanting to bring the soldiers home it seems a little counter productive to have an ad campaign suggesting harm to those soldiers you want home.
If it is about foreign policy and it is not about the soldiers. Why show pictures the clearly suggest harm and death coming to the soldiers in the pictures?
it may be about “foreign policy” but the majority of Americans are not going to see it that way.
In a campaign you should have something that can be understood by the masses, this is not.
These pictures show harm to your own people, it is vile and disgusting and overall embarrassing.
Declan: How can you say it is not targeted at the soldiers when it shows missiles,grenades,tanks, and the barrel of a gun pointed at soldiers. I am taking the imagery on a literal standpoint. I realize the target is foreign policy, these images do not convey that. That is all I and others are saying.
The campaign is terrible in the presentation of its message.
Stupid Americans think the internet is only used by Americans.
Because it’s being clever, who is supposed to see the poster? Do you think that they are putting these up in army bases?
It actually doesn’t show harm to them It used a simple technique to illustrate the point, what goes around comes around. It’s a perfect example of good graphic design.
That last one was to John.
Rebecca: Most of what I just said applies to what you just said. What you’re forgetting is that the Iraq war was not protecting America.
I would like to see you face the parent of a dead soldier with these ads. Yes, the pictures are amazing, put your talents to better use. Doing this will never stop the war…the ads are like protestors…they just annoy the hell out of everyone and dont serve a purpose.
they may not be “directly” protecting America, but the soldiers are doing their job.
Declan: you say “Do you think that they are putting these up in army bases?”
clearly you see a problem with what the images convey.
Cute, but nonsense. Being peaceful caused Al-Queda to attack us twice, killing thousands. Launching war made them puny and impotent. There’s a good reason why no one starts wars with the US any more.
I don’t really see a need for these. The Iraq war is winding down, the war in Afghanistan is winding up, but haven’t seen any major public outcry against that war. Hmmmm.
I can see the negative connotation these posters can have regarding soldiers. If they wanted the raise a foreign policy discussion then why not feature a picture of the US Capital?
Brett: Precisely, nothing is really being said about Afghanistan. I have friends in Afghanistan who are soldiers, I hear that it is worse their than it is in Iraq. This is something I heard from a soldier who was deployed in Iraq as well,so I’d like to think he might know what he is talking about.
Dwindle: exactly.
seeing how i am a soldier in the army, i am on two week leave and found these posters.. the thing about the freedom of speech is that everyone practices it, so it is seen on a global forum not just on that city street. so showing fratricide (friendly killing) is rather disturbing. being that it is ones own barrel or grenade being pointed at ones self…. I am appalled, I never thought i would see something so crude being portrayed about our military.. As far as everyone’s opinions on the war unless you are serving or have served we as soldiers would appreciate less bashing of the soldiers and more aimed towards the government and the politicians you elected. I am all for defending my country… But there is a breaking point…. An end to this. The US is headed in a bad direction. I just hope our Commander In Chief can steer us clear of this Global ‘asteroid’ we are headed for.
This is not an attack on the soldiers, the soliders are simply being used as a visual representation (there isn’t a better one) for our military.
The posters are saying that our militaries use of force will turn around to bite us in the ass if we continue to use it as we are.
Sadly, I think this intended meaning isn’t instantly accessible to everyone who might see it, so the poster probably isn’t going to have the same emotional and reasonable appeal that it might have if it could somehow be more clear what it was saying.
It is unfortunate that so many won’t understand it, but this kind of work should be used to affect as many as possible, and in that sense it probably won’t work.
Just my thoughts.
The people in the posters are soldiers and they are indeed targeted. That’s because soldiers are indeed the ones who are targeted in Iraq and in wars in general (though of course plenty of civilians are too.) The idea that somehow it is horrible to show soldiers put in harms way by war is ridiculous. This isn’t aimed to blame soldiers for the war, but rather to show that they don’t just go over and “establish order,” but instead are put in harms way by the violence they are there to participate in.
Pretending that everything soldiers do is heroic, that there are no real consequences to pay for choosing war, and that it’s unpatriotic to suggest that the US is part of the violence is exactly the sort of bad-faith that got them into Iraq in the first place.
And dwindle: There are stacks of bodies being shipped home from overseas. Tell the kid being shot at and the people left behind when he’s killed that no one is making war against the US now. Sending teens to die abroad is not acceptable foreign policy and is not damaging the cause of international terrorism, it is helping it. Read even the Bush administration’s report on extremist and jihadist activity post-Iraq.
Does this poster come in picture of Muslim throwing rock (aka stoning woman to death)? Or how about cutting his own head off with a steak knife?
SoldierUnknown “As far as everyone’s opinions on the war unless you are serving or have served we as soldiers would appreciate less bashing of the soldiers and more aimed towards the government and the politicians you elected.”
This may not apply to you directly, but many people also have strong opinions against gay rights, and as a gay man i feel obligated to say “Since I am gay, I would appreciate it if you would try being gay before bashing me.”
That logic makes no sense…
And plenty of other nations would and do allow such imagery in their countries. So whoever says that the U.S. is the only country with such freedoms…that’s just plain stupid. And I agree with BillDave…soldiers from any military are there specifically to put themselves in harms way to prevent the harm of other countrymen.
Bad idea. Period.
And another thing, all of you anti-war people: wars have been waged since the beginning of time. It’s irresponsible to not be prepared for attack and it’s irresponsible to allow an attack on our people go without consequence. As your poster so ineptly tries to convey--what comes around, goes around.
Funny, if I disagreed with my country that strongly, and were against all violence, the only option would be to leave, because whining without the backing of physical action does nothing. Since your only option is to leave, I find it funny that you stay in America. You so greatly disagree with this countries policies, yet you stay and pay taxes and support the system, why? Could it be that the very system you hate has provided you with a better standard of living than anywhere else? Guess that just means you are the kind of person who will trade your values for the ease that comes with living in a great nation like this. Putting up posters does nothing.
ha, gr8 idea…..love this
The violence is Mexico is a fallacy and only exists on TV. It isn’t real.
This would be a lot better had it not been American troops in the posters. That sucks. Are you kidding? Put the government officials in the posters that decided to send our troops there! What the hell! This is stupid. Put the people who started the war in the posters, not the people who have to fight it. Whoever did this is an insult to America, and her troops. This is how you use the freedom those brave men and women protect for you? That is despicable.
to Robert May 10th, 2009 at 8:39 am
You haven’t figured it out yet have you? That was a self-inflicted wound with a peagun to get an excuse to tour the world telling others how to live and were to ship their oil.
You poor misinformed, indoctrinated, inbred “patriotic” people in the US, you really need to go out into the world and learn about real democracy. US is hated in all countries everywhere in the world because of your arrogant, know-it all attitude. But the truth is you know squat, about anything. America should be insulted, you deserve it. Get real, fight your wars at home. Morons.
I guess liberating 25 million in Iraq from a ruthless dictator was a bad idea. My uncle’s death liberating Europe from Hitler was a bad idea too. All you have to do is talk to “bad people” and they will see the error of their ways.
Adder Venom you shouldn’t be talking SHIT like that to Americans. you obviously haven’t studied American history, there has been fifteen wars fought on American soil, and five wars that were pretty major. I’ll list a few. The American Revolution for example was to escape the values of the Brits across the pond. That war gave us the right to speak our minds and be able to put posters like these up(even if I don’t agree with them). Another would be the Civil War which aside from the Amer. Rev. was probably the war that had to happen for the U.S. as a country to abolish slavery and help advance in civil rights for men and women from different backgrounds and cultures to be able to live with each other as equals. And according to you things like that isn’t “patriotic”. That said, there is still people as arrogant and ignorant as YOU living here. It makes me sick that you would stoop to that level. You are the dirt beneath my feet.I am proud to be an American!
The attack on Iraq was a pretext of them having Weapons of Mass Destruction and “your” precious oil, it had nothing to do with a dictator, read up on the facts, first you supported Saddam and when he didn’t want to play ball anymore, you invaded after 9/11. Even though everyone knows that he had nothing to do with it. And of course all Iraqi people love you now don’t they? That is why it was so easy for you to win, but no, you are still there getting a beating. Like you always are when you fight wars outside your own country. SOme of your proud citizens still live in reservations, something to be very proud of. Another thing is that the history with which you are fed with in school are wrong as well. Get out and get hold of an objective source. I’m not the ignorant one, you are. I have lived in 38 different countries in my life time, closing 68 now, and of all people I’ve come acros US citizens are by far the most arrogant.
“I am proud to be an American”, the very sentence show your ignorance as well.
I am an American. I am shocked at how ignorant so many Americans posting comments here are. Freed Iraqi’a from a dictator? We destroyed a modern country in the first Gulf War, then went back to finish the job when W said “He tried to kill my dad.” Got attacked because we were peaceful? You really need to get the facts straight. The US has dabbled in every dirty little conflict in the world, we put Saddam and Bin Laden in power, gave them weapons and money, then expected them to lay down like trained dogs when we wanted them to do something different, and that is just the tip of the ice berg. US foreign policy has been dirty, deceitful and destructive to millions across the world, and so yeah, 9/11 is proof that “what goes around, comes around”. Besides, everyone seems to forget that Americans were not the only ones that died in that attack, there were many from around the world. And at this point, we have surpassed in deaths of American soldiers the number that died in 9/11, not to mention the thousands of American soldiers permanently maimed, physically and emotionally, for life. It is sad and scary that so many in this country are glad to remain ignorant, instead of looking at the facts and holding Bush and his regime accountable for the destruction they have caused, at home and abroad. It is the duty of all Americans to hold their government accountable, to question what we are told, to make our elected representatives uphold the constitution and the values set forth by our founders. Not to just sit back and swallow what they feed us. Demand the truth, demand real freedom, demand justice, and take no less.
THROWINGSTONES: I could not agree with you more! I too am an Americain but, I’m not too particularly proud of what they do. Since Vietnam I have been living outside the country, I refuse to be living with “warmongers”.
I love the posters! The concept is totally original and the message is true (IMHO)
I agree with throwingstones,you’ve just concisely summed up nearly everything I wanted to say.
People who say that the soldiers in Iraq (they weren’t just americans) are protecting people back home… how?
We’ve had plenty of soldiers from the UK die out there, none of us are entirely sure why we went in the first place. Blair followed Bush blindly, as far as most of us are concerned.
Oh yeah…the posters…
They’re good, really clever idea. I especially like the friendly fire connotations, theres been a lot of that.
THROWINGSTONES:
I could not have said it better myself. Glad to see that there are still some normal people out there. Citizens of the US are US Americans not americans, there are other americans as well, you seem to forget the country north of your own and the countries belonging to the south american continent. Enough said a bout that. A question: don’t you think that you are being brainwashed from the first day in school? being forced to swear allegiance to the flag etc…how absurd isn’t that? think you are among the few countries in the world still doing that, what about the democratic choice there? do you have to do that or do you have a choice? If you really want to do good, remove the dictator in North Korea. And how weird are your election system already, that isn’t true majority democracy is it? I have so many issues but only alimited amount of time and space…You do not have democracy in your country, that is what you are thought to believe.