Cariuma

Challenge: Create a multi-channel campaign that emphasizes the brand’s product benefits to consumers, allowing them to enjoy high-quality products without contributing to their carbon footprint. And empower consumers to make sustainable choices by showcasing how their purchase decisions can positively impact the environment.

Inspiration: Fast fashion clothing is notorious for its short lifespan, frequently ending up in landfills or polluting the seas, thus earning it a place among the most polluting industries worldwide. Unfortunately, as consumers, we often unintentionally contribute to these unsustainable practices. CARIUMA, a Brazilian footwear brand, stands out for its commitment to sustainability. Their shoes are not only stylish, comfortable, and timeless but also crafted from sustainable materials designed for longevity. By prioritizing sustainable production and operations, meeting the highest environmental standard including Warehouse Best Practices, Dual-Purpose, Single-Box Packaging, and Carbon-Neutral Shipping, CARIUMA aims to combat the wasteful practices of fast fashion. They empower conscious consumers to choose quality over quantity, championing a more responsible approach to fashion consumption.

Idea: Promote one of their primary initiatives: planting two trees for every pair purchased, in a creative manner while still maintaining the brand’s aesthetic, especially during the holiday season when consumer spending peaks for gift-giving. This initiative aims to encourage sustainable gift-giving practices while simultaneously aiding the planet, one pair at a time.

Project Brief: Andrew Rizzi, Skyler Dimmik
Creative Concept and Copywriting: Niccolei Cuevas, Maya Rojas

Role: Art Director, Graphic Designer

Disclaimer: The mentioned brands are not sponsored or associated with this content. Any references made are for illustrative purposes only and do not imply any endorsement or affiliation. All products and photos featured are personally owned. Images sourced from the web are obtained from copyright-free sources

The central focus of the advertisement is a single sneaker creatively enhanced through image manipulation and photo compositing techniques. The concept revolves around illustrating how even a single shoe can be as impactful as an entire forest or have the potential to catalyze the creation of a forest, creating a positive environmental impact.

Magazine Ad

A magazine ad featuring a call to action prompting readers to visit the website for online shopping. And a tear off coupon for prospective consumers to present in-store and receive a discount, or simply show the magazine page with the special code to avail the discount.

OOH Ad

A straightforward and readable ad tailored for busy road passersby. Encouraging sustainable gift-giving with a clear message and reminder to shop for eco-friendly presents.

Web Banner Ad

Another straightforward advertisement reminding consumers to prioritize sustainable shopping during the holiday season. The layout incorporates a different set of graphics, portraying footsteps leading towards sustainable choices while still maintaining coherence with the other ads. It prominently features a pair of sneakers, highlighting its comfortable insole features, all crafted from sustainable materials.

Original photos used for the ads, meticulously manipulated to achieve the desired outcome. The sneaker depicted is not the original brand, but rather altered specifically for the main purpose of this project, which is intended for private case study use only.

Photography: Maya Rojas

Copyright-free images used for the ads, with backgrounds meticulously removed. Image manipulation and photo compositing are utilized to seamlessly fit the desired layout.