Cannes Lions
HOME SWEET HOME, Copenhagen / AIDS FOUNDATION / 2003
Overview
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Credits
Execution
The medium was the message for this campaign. The differentiation from the t-shirt fundraising campaigns - which are seen everywhere these days - came from the idea of creating, promoting and selling an outstanding fashion product in media (packaging and display units) well known from the food industry. The design of the underwear, the packaging and the in-store material were all media and communication vehicles for the same story.
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