Lee Outdoor ANX by Ogilvy & Mather Guatemala

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Industry Jeans
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Guatemala
Agency Ogilvy & Mather Guatemala
Creative Director Herberth Monterroso Ogilvy
Art Director Fernando Jurado, Cecilia Sagastume, Sebastian Obando
Copywriter Otto Gramajo
Producer Jose Ríos, Victor Perez
Photographer Javier Escobar
Account Supervisor Mariana Morales
Released November 2012

Credits & Description

Category: Bars, Restaurants & Stores, etc.
Advertising campaign: ANX
Art Director: Fernando Jurado
Account Manager: Karen Alburez
Art Director: Sebastian Obando
Creative Director: Herberth Monterroso
Producer: Jose Rios
Account Supervisor: Mariana Morales
Art Director: Cecilia Sagastume
Producer: Victor Perez
Other Credits: Jaime Farrach
Photographer: Javier Escobar
Copywriter: Otto Gramajo
Chief Creative Officer: Ramiro Eduardo
Advertiser's Supervisor: Yuri Del Vecchio

Ambient Execution Description
An average of 2,500 young women shop every day in Guatemala's apparel stores, jeans are one of the most common items they look for. To raise awareness about Anorexia and it's terrible consequences, Lee Jeans Guatemala turned to the most common obsession of this disease: "Dropping sizes"We created ANX, Lee's new size for Anorexia.A batch of Lee jeans size ANX was made with the measures of an anorexic woman and placed (not for sale) at stores nationwide. In their labels we put information about the disease, its consequences and how to prevent it, also information about help centers.