New Ark Mission of India: Winter Collection

To the poor, garbage is fashion

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New Ark Mission of India dressed up street kids in their everyday clothes - made from discarded newspapers, sacking and cardboard - and photographed them walking the runway, to solicit donations for a winter clothing drive. India's poor are most in need of clothes in the winter months, when temperatures can drop after the extreme heat of summer.

Posters appeared in corporate offices and churches as part of a wider campaign. Over 6,000 sets of clothes were donated, far outstripping the expected 3500.

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About

Credits
Date
Feb 10, 2011
Agency:
Ogilvy & Mather
Chief Creative Officer:
Piyush Pandey
Client:
New Ark Mission of India
Executive Creative Director:
Ajanta Barker
Creative Director:
Gautam Dev
Creative Director:
Neel Roy
Art Director:
Siju RS
Copywriter:
Siju RS
Photographer:
Senthil Kumar
Producer:
Mubina Vaziralli
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