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The Brazilia Designer Shoe Outlet ad campaign may promote the retailer's collection of boots, but strangely enough they are not shown in the prints at all. That is because the masterminds behind the ads wanted to show just how much women love their boots. Essentially, it gives the impression they never took them off via tanlines, faded denim and abruptly ended tattoos.

Conceived and executed by Creative Factor, an ad agency based in Durban, South Africa, the Brazilia Designer Shoe Outlet ad campaign demonstrates that addressing people's imaginations can be stronger than bombarding them with actual products. It was art directed by Dane Mellem with creative direction by Yogan Pillay. Artist Carl Peetz illustrated the campaign.