Pepsi

http://www.youtube.com/watch?v=40DykbPa4Lc

In this Advertisement we can see the story of a fragile boy that becomes a warrior. We can also see how robust objects seem fragile in the boy's hands.

Repair damaged hair

Source: http://www.youtube.com/watch?v=KJh4TMApntI

In this advertisment we see the same concept as in the Beauty is Fragile  advertisment we posted earlier. This is the same product being promoted which is a shampoo for damaged hair but this campaing is for the oriental market. In this ad they use an egg to compare a fragile hair, that cannot cut the egg in half, with a robust hair that cuts the egg in half very easily.

Beauty is Fragile

Source: http://www.youtube.com/watch?v=95QnnOjcCuc

This TV ad for dove is based on the idea that beauty is fragile, and it can be easily damaged. You have to repair your hair so it becomes strong and resistant to damage. For us the hair is a very good representation of both the fragility and the robustness but it depends to every single person wether it is because of genetics (people are born with thick or thin hair) or whether it is because of the care you give (or not give) to it. 

Life is Fragile

"FRAGILE" is an animation about the recent earthquake in Chile and the fragility of life. Even though we can’t control nature, we can design buildings and cities that are safer.

For this reason, I chose "HABITAT FOR HUMANITY" for people who would like to donate for Shelter solutions and "ARCHITECTURE FOR HUMANITY", for the Chile Earthquake Reconstruction Fund.

http://vimeo.com/10487421

In this video starts with the sentence "Life is fragile"and  people are encouraged to help  rebuild robust buldings so the can resisit earthquakes and protect life. 

Help the third age

Two gorgeous ads from Comune di Siena, the beautiful city in Toscani, Italy.  

Their purpose is to encourage to respect and help the elderly. It reads:

“Fragile. To protect and help the third age. Call 800 300 300.” 

http://osocio.org/message/help_the_third_age/

We found this advestisment very ingenious  it comically refers to the elderly as a "fragile object" that needs to be protected by a "robust packaging. 

Scrambled Eggs Promote Car Safety

 

http://safety.rightcar.govt.nz/?utm_source=vanityurl&utm_medium=mixed&utm_campaign=eggs%3Cbr%20/%3E#

Once againg we find the image of the egg as the representation of our two words. In this case the egg represent a fragile human during a car accident, while the cardboard egg container represents the robust car where the eggs travel. This tv ad is really hilarious although car security is not something to be taken lightly.