The Ponteio Lar Shopping campaign sends two very powerful messages. Taking a page from artists Liu Bolin and Cecilia Paredes, the print ads revolve around children who have been artfully camouflaged to blend into their backgrounds. Not only does this symbolize how invisible they are, it also shows how naked they are.
Conceived and executed by Jbis Comunicação, an ad agency based in Brazil, the Ponteio Lar Shopping campaign appeals to people to 'donate warm clothes.' It reads, "You may not see it, but in wintertime, many people suffer from the cold."
The Ponteio Lar Shopping campaign was art directed by Charles Alvarenga and creative directed by Fred Bandeira. Nevertheless, the true stars behind the heartbreaking and hopeful ad campaign are makeup artist Regina Maia and Márcio Rodrigues.
Key Themes Behind This Trend
- Artistic Camouflage Ads
- Creating ads that incorporate artistic camouflage, drawing attention through their unique and eye-catching design.
- Social Awareness Campaigns
- Developing campaigns that spotlight specific social issues and encourage people to make a difference through specific actions like donation.
- Use of Minimalism
- Implementing minimalist design in ads to convey a powerful message and evoke emotions in viewers.
Where This Applies
- Advertising Industry
- Creating artistic and eye-catching ads for various campaigns and non-profit organization efforts.
- Fashion Industry
- Encouraging clothing donations during winter months and raising awareness on the importance of warm clothing in fashion industry campaigns.
- Art Industry
- Collaborating with creatives including makeup artists, illustrators, andphotographers to create artful and impactful campaigns.
