This is just another boring ad with over used concept, anyway I have some comments regarding the art direction here:

1- Why the olive fruits are green?! We don’t usually eat them green!
2- The visual is not appealing at all specially when the viewers are not familiar with this composition, it could have been the branches, palm tree vs. olives tree

“there is a never endless sea of ideas and successful solutions”

Come on people stop this “chess” ads they are super over used, come up with something different something more creative and original!!!!

This is part of a big campaign spread all over Amman, and simply they want me to donate after I see this !!! How come I really don’t know,,

- The connection between the headline and the visual is missing its not even exist
- The graphical treatment is more like a Cold robot style where it should be more warm and human to be close to the heart
- The layout is too busy and unbalanced specially when the logical connections between the elements are missing

its not easy to come up with a good donation campaign, check out the following link to under stand what i am talking about:
http://adsoftheworld.com/media/print/misereor_war_orphans_iraq

This is what i call 5 minutes ad, no thinking no strategy no nothing but a silly idea and ugly design ,,

I am really against the concept here for the following reasons:
- the guy who goes to his work every day is not like who jumps from airplane!! (bad metaphor), That’s why the main concept is weak, in simple words It doesn’t motivate me to go and subscribe for the social security, they could have been done something more situational where we can see and feel the main benefit in a very interesting way ..

Design wise:
There are too much elements in the ad :
- The parachute guy
- The tree
- the logo
- blue sky and green land
All together are making the visual distracting and hard to under stand !

That’s it, hope that the next ad or campaign will be better, and up to the standards