People can't be ashamed of shedding a few tears when their cherished items are accidentally broken, as is beautifully illustrated in the Fewikwik Instant Adhesive ad campaign. The minimalist images depict a woman crying, yet those aren't typical tears. Instead, they take on the form of the tea pot, vase and glass she is mourning over.
The Fewikwik Instant Adhesive ad campaign was conceived and executed by Ogilvy & Mather, an ad agency based in Mumbai, India. Art directed by Harshik Suraiya with creative direction by Harshad Rajadhyaksha and Kainaz Karmakar, the black and white images were illustrated by Vishakha Modak. The print ads are so simple and visually striking, a person might be tempted to frame one as a piece of home or office decor.