This print advertisement was done by Grey Worldwide, Milan, Italy to promote a fundraising event for cancer research. The most famous designers in Italy contribute their work and all of the proceeds will go to the Italian Association of Cancer Research. This ad really caught my eye because its different from most cancer awareness ads we see. At first glance, you see what looks like a person's heart rate; the line goes up and down if the person is alive. You next assume that the ad has something to do with health awareness. Then you focus in on the flat line in the middle; after careful examination, you realize it's a table. The ad incorporates the entire concept of the fundraiser without bold, boring text in the middle. One man responded to the ad by saying, "The heart of the design is beating," and essentially it is.
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