Ad Nut feels there's a subtle power to these uncomfortable ads. They show teenagers trapped alone in invisible boxes in everyday situations like their bedroom or the sports field, to symbolise the way many feel 'boxed in' by the pressure to conform at school, at home or on social media.
A glance reveals there's something odd about their contorted positions, but it's only when you look closer that you notice their limbs look as if they're squashed up against an invisible barrier.
The ad was created by Australian creative agency The Monkeys, which was bought by Accenture Interactive in May 2017, for The Reach Foundation, a not-for-profit set up in 1994 that runs nation-wide workshops delivered by young people to help break down barriers and get people talking.
The charity hopes the print and outdoor campaign will highlight the pressures teenagers face and encourage people to explore The Reach Foundation's work.
“School, family and social media are three common themes that come up in our work with young people and feeling boxed in is the one thing that ties them all together," says Eleanor Bignell, bational manager, brand and campaigns at The Reach Foundation. "The pressure to conform, to be someone else, and to not speak up about it, is slowly suffocating the young people of Australia."
Client: The Reach Foundation
National Manager, Brand & Campaigns: Eleanor Bignell
Agency: The Monkeys Melbourne
Chief Creative Officer: Ant Keogh
Executive Planning Director: Michael Derepas
Planning Director: Gareth Evans
Art Director: Joe Sibley
Writer: Hugh Gurney
Head of Production: Romanca Jasinski
Designer: Jess Ramsey
Group Content Director: Lee Lowndes
Content Director: Jantine Wigboldus
Content Executive: Jessie Roper
Photographer: Neil Bailey
Producer: Doone Colless
Stylist: Bec Cole
Hair & Makeup: Virginya Sutton
Retoucher: Dave Mercer