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.
Key Themes Behind This Trend
- Odor-eliminating Products
- The trend of developing new products to eliminate odors such as those found in shoes, can be huge for companies in the cleaning and hygiene industry.
- Brutally Honest Advertising
- Companies in the advertising industry can take a page from the Baruel Tenys Pe campaign and develop similar campaigns that are direct and to-the-point.
- Eco-friendly Shoe Care
- Companies in the shoe care industry can develop eco-friendly solutions to eliminate shoe odor.
Where This Applies
- Cleaning & Hygiene
- Companies in the cleaning and hygiene industry have the opportunity to develop innovative and effective odor-eliminating products.
- Advertising
- The advertising industry has the opportunity to disrupt the market with campaigns that are honest and straightforward such as the Baruel Tenys Pe campaign.
- Shoe Care
- The shoe care industry can create effective and eco-friendly solutions to eliminate shoe odor, disrupting the industry with new products.
