# Shrinking Threat Ads The Sete Leguas Campaign Shows "Any Danger Becomes Smaller" with Their Shoes By Meghan Young | Published 2013-05-23 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/sete-leguas-campaign References: [ibelieveinadv](http://www.ibelieveinadv.com/2013/05/sete-leguas-any-danger-becomes-smaller/) & [talent.br](http://www.talent.com.br) 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. ## Trend Insights (Trend Hunter) - Score: 3.0/10 - Popularity: 51% | Activity: 30% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: South America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Shoes](https://www.trendhunter.com/shoes) ## Key Themes ### Key Themes Behind This Trend - **Shrinking Threats:** Disruptive innovation opportunity: Develop products or services that make perceived threats or dangers appear smaller or less intimidating. - **Fear-reducing Advertising:** Disruptive innovation opportunity: Create advertising campaigns that target fear or phobias and offer a solution to alleviate those fears. - **Surreal Imagery:** Disruptive innovation opportunity: Utilize surreal or imaginative visuals to convey messaging in advertising campaigns. ### Where This Applies - **Footwear:** Disruptive innovation opportunity: Develop footwear designs that incorporate features to minimize fears or address specific phobias. - **Advertising:** Disruptive innovation opportunity: Create fear-reducing advertising strategies and campaigns for different industries and products. - **Art and Photography:** Disruptive innovation opportunity: Explore new techniques and visuals in art and photography to capture attention and convey messages effectively. ## Related on Trend Hunter - [Creative Eerie-Themed Soccer Campaigns](https://www.trendhunter.com/trends/scary-good.md) - [Intense Elemental-Inspired Sportswear Spots](https://www.trendhunter.com/trends/engineered-for-whatever-ad.md) - [Horror-Inspired Sports Campaigns](https://www.trendhunter.com/trends/scary-good-campaign.md) - [Bear Spray Education Ads](https://www.trendhunter.com/trends/sabres-frontiersman.md) - [Humorous Outdoor Apparel Campaigns](https://www.trendhunter.com/trends/engineered-for-whatever.md) - [QSR Menu Billboard Campaigns](https://www.trendhunter.com/trends/real-size-campaign.md) - [Caveman-Centric Running Campaigns](https://www.trendhunter.com/trends/craft-sportswear-brand-film.md) - [Stylistic Footwear Campaigns](https://www.trendhunter.com/trends/make-your-way-campaign.md) - [Comfort-Focused Footwear Ads](https://www.trendhunter.com/trends/aldo-spring-2024-campaign.md)