Charity ads disguise themselves as luxury marketing

What looks like an ad for an expensive and luxurious product is actually a call for help by the Greater Chicago Food Depository.

Created by Leo Burnett Chicago, the disguised ads made a point by showing basic food items such as soup, groceries, broccoli and a peanut-butter and jam sandwich being advertised as if they were the hottest new bag from LV or Prada.

The ads then inform the reader that “Food shouldn’t feel like a luxury” and proceed to ask for a donation to the foundation.

This campaign is a nice twist on a rather tired visual cliché – we likey.

The ads were photographed by Liz Von Hoene with art direction by Stephanie Simpson and copy by Dave Derrick.

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