As the Baruel Tenys Pe campaign bluntly puts it, "There are more than enough stinky things in the world," so why put up with smelly shoes and stinky feet? This ad campaign urges people to reserve the unpleasant smells to things that can't help it such as fish and cheese. But for things that can be helped, action should be taken.
Created by Z+ Comunicação, an advertising agency based in Sao Paolo, Brazil, the Baruel Tenys Pe campaign is direct and to the point. It features two posters of fish and cheese that have real shoelaces threaded throughout to portray the overwhelming and unnecessary stink of non-deodorized footwear.
The Baruel Tenys Pe campaign was art directed by Elias Carmo and photographed by Ivan Berger.