The Rexiine House Campaign Asks People to Wear Artificial Fur
Meghan Young — March 30, 2012 — Marketing
References: jwt & ibelieveinadv
While PETA focuses on shocking images of nude celebrities, the Rexiine House campaign takes a completely different approach to the fight against fur. These print ads are centered around photos of origami animals. Cute and strangely cuddly, the campaign urges people to "sport artificial fur to stop animal slaughter."
The Rexiine House campaign was conceived and executed by JWT, an ad agency based in Chennai, India. Art directed by Sreekumar Lakshman with creative direction by Senthil Kumar and Priya S, the ad campaign features minimalist imagery, which was shot by photographer Alekh Ajayaghosh. This simplicity allows people to concentrate on the materials used to craft each origami figure. For the fox, fox fur is used while cow hide is folded for the cow.
The Rexiine House campaign was conceived and executed by JWT, an ad agency based in Chennai, India. Art directed by Sreekumar Lakshman with creative direction by Senthil Kumar and Priya S, the ad campaign features minimalist imagery, which was shot by photographer Alekh Ajayaghosh. This simplicity allows people to concentrate on the materials used to craft each origami figure. For the fox, fox fur is used while cow hide is folded for the cow.
Trend Themes
1. Minimalist Imagery - Embracing a minimalist approach to advertising allows for more focus on the materials used, presenting an opportunity for innovative and sustainable alternatives.
2. Artificial Fur - The rise in popularity of artificial fur presents an opportunity for industries to create and promote cruelty-free alternatives to real fur products.
3. Origami as a Symbol - Using origami animals as a symbol in advertising campaigns can be a disruptive way to raise awareness about animal cruelty and promote ethical fashion choices.
Industry Implications
1. Advertising - The advertising industry can explore new approaches to simplicity and minimalism in order to convey powerful messages and create impactful campaigns.
2. Fashion - The fashion industry can capitalize on the growing demand for artificial fur by creating innovative and stylish cruelty-free fashion products.
3. Photography - The photography industry can embrace creative concepts like using origami animals to create unique visuals for advertising campaigns and brand promotions.
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