The One Show
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Category
Outdoor / Outdoor Installations and Ambient - Single
Annual ID
140898A
About the Work
The objective of the campaign was to raise awareness about Anorexia in teenagers and young women in Guatemala, positioning the brand in our target as a responsible fashion brand that not only cares about selling it's products but also understand the problems and pressure that all young women have about their weight and image. We created ANX, Lee's new size for Anorexia. Lee jeans size ANX were made with the measures of an anorexic woman and placed (not for sale) at major retailers nationwide. In their labels we put information about the disease and how to prevent it. Finding the ANX Jeans among regular sizes impacted thousands of young women. The reactions were instantaneous and were shared in no time in social networks. ANX reached the news giving the camping national and international coverage. More than 50,000 flyers were taken by young women in stores.
2014 Awards
Total Points: 5
Merit
Credits
Agency
Ogilvy & Mather Guatemala / Guatemala
Art Director
Cecilia Sagastume
Sebastian Obando
Fernadno Jurado
Chief Creative Officer
Ramiro Eduardo
Creative Director
Herberth Monterroso
Writer
Otto Gramajo
Creative Team
Victor Lopez
Jose Rios
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