# Human Shearing Ads The Uniform Jeans Verano Esquilate Campaign Sheds Fur for Summer By Meghan Young | Published 2012-09-25 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/uniform-jeans-verano-esquilate References: [ibelieveinadv](http://www.ibelieveinadv.com/2012/09/uniform-jeans-esquilate/) The Uniform Jeans Verano Esquilate ad campaign revolves around humans getting sheared. For those who thought that only happened with animals such as sheep, they'll have to think again. A surreal concept, to say the least, it encourages people to get rid of their [winter fur](https://www.trendhunter.com/trends/i-wool-survive) and slip on something a lot more breathable and light. Granted, for those in the Northern Hemisphere, they will have to wait a couple of seasons before joining those in the Southern. Conceived and executed by Plutón, an ad agency based in Montevideo, Uruguay, the Uniform Jeans Verano Esquilate ad campaign may seem dark and fantastical, but those elements are what will reel audiences in. It was art directed by María Bissio with creative direction by Silvio Maldonado and Pablo Medina. ## Trend Insights (Trend Hunter) - Score: 6.5/10 - Popularity: 90% | Activity: 96% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### What Makes This Trend Stand Out - **Human Shearing:** The trend of human shearing as a surreal and attention-grabbing concept for ad campaigns. - **Breathable Fashion:** The trend of promoting breathable and light clothing for the summer season. - **Southern Hemisphere Fashion:** The trend of launching fashion campaigns catering to the opposite season in the Southern Hemisphere. ### Sectors Adopting This - **Fashion:** Opportunity for fashion brands to adopt attention-grabbing campaigns and promote summer apparel for breathability. - **Advertising:** Opportunity for ad agencies to create surreal and fantastical concepts that cater to seasonal apparel trends. - **Marketing:** Opportunity for marketing agencies to explore creative ways to launch apparel campaigns for opposite seasons in different regions. ## Related on Trend Hunter - [Creative Ad Responses](https://www.trendhunter.com/trends/kiehls-response.md) - [Neighborhood-Inspired Campaigns](https://www.trendhunter.com/trends/kotn-fw-2024-collection.md) - [GenAI Fashion Campaigns](https://www.trendhunter.com/trends/desigual-x-neural-fashion.md) - [Hug-Activated Marketing Machines](https://www.trendhunter.com/trends/hug-to-unlock.md) - [Unique Real Facial Hair Billboards](https://www.trendhunter.com/trends/dollar-shave-club1.md) - [Empowering Summer Campaigns](https://www.trendhunter.com/trends/empowering-summer-campaign.md) - [Athletic Apparel Interactive Billboards](https://www.trendhunter.com/trends/shoplift-campaign.md) - [Sculpted Denim Capsules](https://www.trendhunter.com/trends/anatomic-denim.md) - [AI-Generated Swimsuit Campaigns](https://www.trendhunter.com/trends/undiz.md)