# Brick-Blending Woman Ads The UOL Fashion Campaign Advocates Standing Out From the Crowd By Meghan Young | Published 2012-06-07 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/uol-fashion-campaign References: [ibelieveinadv](http://www.ibelieveinadv.com/2012/06/uol-fashion-pavement-wall/) & [facebook](http://www.facebook.com/borghierhlowe) Clothes can be a powerful tool of expression, they have a way of making people either stand out or get lost in a crowd; the UOL Fashion campaign advocates the former in order to promote [individuality and, of course, style](https://www.trendhunter.com/trends/adidas-originals-new-campaign). It urges women to use this online resource for fashion tips and more "before [they] become part of the scenery," as stated in the tag line. The UOL Fashion campaign was conceived and executed by BorghiErh / [Lowe](https://www.trendhunter.com/trends/lowes-community-bucket-list-tour), an ad agency based in Sao Paulo, Brazil. Art directed by Rafael Segri with creative direction by Fernando Nobre, the [ad campaign](https://www.trendhunter.com/trends/legitimate-you) was photographed by Estúdio Luz. Dark and surreal, it shows two women blending into their brick surroundings instead of being noticed by a cute guy and a party hostess. ## Trend Insights (Trend Hunter) - Score: 3.9/10 - Popularity: 60% | Activity: 48% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Why This Trend Is Growing - **Individuality-driven Fashion:** Disruptive innovation opportunity: Develop personalized fashion platforms that empower individuals to express their unique style. - **Online Fashion Resources:** Disruptive innovation opportunity: Create comprehensive online fashion platforms that provide tips, inspiration, and a sense of community for fashion enthusiasts. - **Anti-conformity Marketing:** Disruptive innovation opportunity: Implement unconventional marketing strategies that challenge societal norms and encourage consumers to stand out from the crowd. ### Industries Being Reshaped - **Fashion Technology:** Disruptive innovation opportunity: Integrate AI and virtual reality technologies into fashion platforms to revolutionize the shopping experience and inspire individuality. - **Advertising:** Disruptive innovation opportunity: Utilize creative and visually impactful campaigns that break away from traditional advertising approaches to captivate audiences and drive brand engagement. - **Photography:** Disruptive innovation opportunity: Experiment with unconventional photography techniques and styles to capture attention and create memorable visual narratives in advertising campaigns. ## Related on Trend Hunter - [Mock Social Good Fashion Ads](https://www.trendhunter.com/trends/not-models-own.md) - [Haute Auto Pattern Campaigns](https://www.trendhunter.com/trends/audi-car-couture.md) - [Offbeat Fashion Campaigns](https://www.trendhunter.com/trends/asos-inspired-by.md) - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md) - [Confident Fashion Rebranding Campaigns](https://www.trendhunter.com/trends/people-will-talk.md) - [Individuality-Focused Brand Campaigns](https://www.trendhunter.com/trends/adidas-originals-new-campaign.md) - [Body Paint Fashion Campaigns](https://www.trendhunter.com/trends/miley-cyrus-maison-margiela.md) - [GenAI Fashion Campaigns](https://www.trendhunter.com/trends/desigual-x-neural-fashion.md) - [Feminine Rebellion Campaigns](https://www.trendhunter.com/trends/songs-of-siren.md)