This is an irresponsibly fashionable campaign for an eco-friendly message. By the word fashionable, I do not mean that âfashionâ with modern clothes, or the lack of it. The campaign, in an attempt to grab the attention with its striking appearance, however fails to convey the intended message.
Another main drawback, which we can notice at first glance, is its striking similarity with the âWe are animalsâ campaign for Wrangler jeans. This print campaign for ARPA, developed by DKP Brazil, features human beings posing as animals. The copy reads- their extinction is ours as well.
However, something is apparently missing from its way of communicating the basic message. The men and that woman, who are featured as different animals, do not make a considerable impact on the viewers.
CREDITS
Advertising Agency: DKP, Brazil
Creative Directors: Daniel Kahan, Pedro Lazera
Art Director: Daniel Kahan
Copywriter: Pedro Lazera
Photographer: Chico Barros
Retoucher: Daniel Xavier
Via: Ads of the world
