Georgia Innocence Project

The Georgia Innocence Project is a non-profit group that uses DNA technology to prove wrongly convicted prisoners innocent of all charges. Oftentimes, these men have spent decades in prison, wasting their lives. It's a pretty powerful message, once you imagine how much life you could miss, all because of someone else's mistakes.

Who in the hell died and left Georgia innocent in all this? The title of the Org. seems a little faulty to me. The look of the ad is OK. This kind of thing is always good for an award or two. I happen to know this Org's office is near a certain Atlanta bar frequented by advertising creative types. So I can just imagine the scene after a few over–priced pints of imported hipster swill. (Note: Atlanta doesn't really have hipsters)

Fade to outside bar.
Dude 1: "Dude, new client suucks."
Dude 2: "Dude, new creative bites."
Dude 1: "Dude."
Dude 2: "Duuuude."
(Keep in mind; they are both black and this agency is waaaay over their black dude quota)
Dude 1: "Dude I'm down for some pro-bono."
Dude 2: "Hells yeah, some Sonny F'n Bono – pro bono dude."
Dude one " It's like I gots me a pro bono boner dude."

Just a few buzz laden steps away is an ad man or woman's heaven. A lowly, earnest establishment, that frees wrongly accused people by using DNA. Oh, the angles, the ideas spark, this is just too rich!

Dude 2: Man! We gotta do something with this. I'm seeing CA annual. We could make the 'cover-collage' even maybe!"
Dude 1: "Dude, why are you calling me man?? How droll! And dude, why are you speaking first, I'm Dude 1!"

22squared, Atlanta, USA
Creative Director: Susan Treacy
Associate Creative Director: Bill Allen
Art Director: Carter Lewis
Copywriter: Molly Molina
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