They’re actually not fashion ads at all but an effort to bring the abuse of Child Labor in Brazil to your attention. The Abrinq Foundation (Fundação Abrinq) has launched this print campaign of five ads that, at first glance, look like typical fashion industry advertisements, but upon closer inspection, reveal children “trapped” within the fabric.
Expressing in the headlines that no childhood is worth a particular article of clothing, the ads- according to agency partner and CCO Manir Fadel- aim to to draw people’s attention to as serious a cause as Child Labour as opposed to knocking the Fashion Industry.
Created by Lew’Lara\TBWA “Imprisoned Children” (Crianças Aprisionadas) was photographed by Jacques Dequeker, Jairo Goldflus, Henrique Gendre, Daniel Klajmic and Gil Inoue – some of Brazil’s foremost fashion photographers. International models Carol Ribeiro, Crystal Snodgrass and Alissa Salls make appearances in the ads as well.
Abrinq Foundation Ads
Below are the ads in Portuguese, an enlarged detail and then in English.
The campaign launched first in print and then branched out to social networks, direct marketing to journalists and bloggers from the fashion universe and events at fashion shows.
Credits (in English)
Agency: Lew’Lara \ TBWA
Client: Abrinq Foundation – save the children
Title of the campaign: “Imprisoned Children” (Crianças Aprisionadas)
CCO: Manir Fadel
VP of creation: Felipe Luchi
Copywriter: Gabriel Sotero
Art director: Rodolfo Fernandes
Account Services: Maria Lesson and Tahar Flag
Planning: Renata D’Avila and Juliana Bartorilla
Media: Luiz Ritton, Mariana Oliboni and Fabian Mattua
Art buyers: Ale Trouble, Khan Sabin and Caio Wolf
Photographers: Jacques Dequeker, Jairo Goldflus, Henrique Gendre, Daniel Klajmic and Gil Inoue
Visual Effects /Treatment of images: Arms images
Graphic production: Mark stone and alexandro rabbit
Clients: Victor Alcântara da Graça, Yeda Mariana Rocha de M. Pereira e Denise Maria Cesario
Cliente: Fundação Abrinq – Save The Children
Título da campanha: Crianças Aprisionadas
CCO: Manir Fadel
VP de Criação: Felipe Luchi
Redator: Gabriel Sotero
Diretor de arte: Rodolfo Fernandes
Atendimento: Maria Pestana e Maira Bandeira
Planejamento: Renata D’Avila e Juliana Bartorilla
Mídia: Luiz Ritton, Mariana Oliboni e Fabian Mattua
Art Buyer: Ale Sarilho, Sabino e Caio Lobo
Fotógrafos: Jacques Dequeker, Jairo Goldflus, Henrique Gendre, Daniel Klajmic e Gil Inoue
Tratamento de Imagens: Arms Images
Produção Gráfica: Marcos Pedra e Alexandro Coelho
Aprovação cliente: Victor Alcântara da Graça, Yeda Mariana Rocha de M. Pereira e Denise Maria Cesario