Abogado = Lawyer

Gangs are a real plague in South America where tattoos are synonymous of death or social exclusion. Here, the association Caja Ludica wants to change this vicious circle. As you can see in this clever campaign from Young & Rubicam, the usual gangs tattoos have been replaced by « lawyer », « doctor » and « agronomist ». What do you think about these prints? The baseline:

« Tracing another future

Here is more compelling campaigns:

• Association Against Tobacco: Sexual Slave
• Predator Watch: Undercover Officers
• Greenpeace: I’m sorry

Medico = Doctor

Agronomo = Agronomist

Advertising Agency: Y&R Guatemala
Creative Director: Alvaro del Cid
Art Director: Luis Valladares
Copywriter: Alvaro del Cid
Photographer: Carlos Torres
Additional credits: Sergio Amaya
Published: June 2009