(Click ads, via)
I have mixed feelings about these ads for Oxfam UK by RKCR Y&R, London. They're attention-grabbing, but the visual idea is a bit of a cheap trick. Infrared imaging art direction has been used lots to sell lots of things, including lingerie and Halls Cough Drops (an ad with Osama bin Laden). Plus it's a one ad wonder, not really a (buzzword alert!) campaign-able idea. Do they make an emotional connection? Do they make you want to donate? More effective was this interactive YouTube video for Oxfam UK from 2009.