The first ad featured above is Contract Advertising, Mumbai's nomination at Cannes 2006. The billboard below features a famous American Lung Association billboard that won several international awards including a D&AD. Co-incidence or not, your guess is as good as mine!
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To add another aspect to the origin of this idea, here is something from our collective memory - a famous Pulitzer Prize winning photograph made by Kevin Carter in 1993:
http://en.wikipedia.org/wiki/Kevin_Carter
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