SAFE: They Weren't Born to be Worn

In a frontal assault tied to New Zealand's Fashion Week, Lowe/Auckland gets down and dirty on behalf of local organization SAFE (Save Animals From Exploitation). Lowe writer Mike Wilson says "the anecdotal feedback we've received suggests that a

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In a frontal assault tied to New Zealand's Fashion Week, Lowe/Auckland gets down and dirty on behalf of local organization SAFE (Save Animals From Exploitation). Lowe writer Mike Wilson says "the anecdotal feedback we've received suggests that all three executions fit into the 'brutal hard sell' category," even the crocodile (see the PDF), which, interestingly, "some people find the most horrifying. This campaign has had particular cut-through during Fashion Week," he notes, never mind the pun. "The fashion community in New Zealand has not been targeted directly with a message like this before." The ads have appeared in magazines, including fashion magazines, and as street posters in Auckland's fashion district. See www.safe.org.nz for more.
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About

Credits
Date
Sep 26, 2006
Creative Director:
Josh Moore
Copywriter:
Mike Wilson
Client:
SAFE
Agency:
Lowe Worldwide Auckland
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