The sight of a large poisonous spider, toothy crocodile or venomous snake would have anyone quivering in their boots, even the images in the Sete Leguas campaign will set people's teeth on edge. Of course, if they were wearing one of this brand's footwear, the fear wouldn't be so pungent. Instead, as the tag line reads, "any danger becomes smaller." The campaign surreally depicts this through the shrinking of each threat.
The Sete Leguas campaign was conceived and executed by Talent, an ad agency based in São Paulo, Brazil, a country that is rife with life-threatening insects, reptiles and more. It was art directed by Felipe Lemes and Bastien Grisolet with creative direction by Felipe Luchi and Philippe Degen. Carioca illustrated and shot the Sete Leguas campaign.
Stats for Shrinking Threat Ads
Trending: Older & Mild
Research: 1,418 clicks in 153 w
Interest: 1.6 minutes
Concept: Sete Leguas Campaign
Related: 42 examples / 32 photos
Segment: Neutral, 18-55+
Comparison Set: 15 similar articles, including: painfully personified tool ads, healthy humanimal ads, and mini beard billboards.
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