# Sweater Wig Ads The El Ropero Campaign Urges Donations for Kids with Cancer By Meghan Young | Published 2014-07-26 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/sweater-wig References: [adeevee](http://www.adeevee.com/2014/07/el-ropero-second-chance-outdoor-print/) & [sanchobbdo.co](http://www.sanchobbdo.com.co) The El Ropero ad campaign is comprised of surreal images of two young girls wearing sweater wigs. Simple and direct, these photos illustrate the message being sent: "Some clothes can heal." By [donating one item](https://www.trendhunter.com/trends/heart-of-lifewear), people can help a [child with cancer](https://www.trendhunter.com/trends/sickkids-foundation-ad). Poignant and playful, the [sweater wig ads](https://www.trendhunter.com/trends/rollneck-sweater) manage to lighten up a tough topic in a respectable way. Conceived and executed by Sancho BBDO, an ad agency based in Bogotá, Colombia, the El Ropero sweater wig ad campaign was art directed by Claudia Murillo with creative direction by Hugo Corredor and Giovanni Martínez. The imaginative child-like images were shot by photographer Ale Burset. They will appeal to both adults and children for different reasons. Perhaps kids may even start tying sweaters on their heads to imitate the fun looks. ## Trend Insights (Trend Hunter) - Score: 5.5/10 - Popularity: 69% | Activity: 88% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial, Gen X - Top markets: South America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What Makes This Trend Stand Out - **Sweater Wig Campaigns:** Disruptive innovation opportunity: Create ad campaigns using unconventional and playful visuals to raise awareness and support for social causes. - **Clothing as Healing:** Disruptive innovation opportunity: Explore the concept of using clothing as a form of therapy or support for individuals facing emotional or physical challenges. - **Surreal Advertising Imagery:** Disruptive innovation opportunity: Utilize surreal and imaginative imagery in advertising campaigns to capture attention, spark curiosity, and convey impactful messages. ### Sectors Adopting This - **Nonprofit Organizations:** Disruptive innovation opportunity: Nonprofits can embrace unconventional ad campaigns to engage donors, raise awareness, and amplify their causes. - **Fashion and Apparel:** Disruptive innovation opportunity: Fashion brands can explore unique applications of clothing, such as using sweaters as wigs, to create memorable and socially conscious campaigns. - **Advertising and Marketing:** Disruptive innovation opportunity: Advertising agencies can experiment with unconventional imagery and storytelling techniques to create impactful and engaging campaigns for their clients. ## Related on Trend Hunter - [Iconic Character-Inspired Campaigns](https://www.trendhunter.com/trends/etsys-christmas-ad.md) - [Unpredictable Festive Ad Campaigns](https://www.trendhunter.com/trends/snowfall.md) - [Inclusive Hair-Styling Campaigns](https://www.trendhunter.com/trends/myhairamimodo.md) - [Empowering Beauty Campaigns](https://www.trendhunter.com/trends/pink-warriors.md) - [Interactive Garment Billboards](https://www.trendhunter.com/trends/sweaty-betty-all-good-in-the-hood.md) - [Neighborhood-Inspired Campaigns](https://www.trendhunter.com/trends/kotn-fw-2024-collection.md) - [Creative Ad Responses](https://www.trendhunter.com/trends/kiehls-response.md) - [GenAI Fashion Campaigns](https://www.trendhunter.com/trends/desigual-x-neural-fashion.md) - [Conjoined Holiday Sweaters](https://www.trendhunter.com/trends/suavitel-cuddle-crewneck.md)