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The problems of New York on sale in The Ratvertising Campaign created by Founders

A new and original campaign shakes the streets of New York, characterized by showing the imperfections of this city: the famous rats, the garbage, the very high rental costs, in an innovative guerrilla campaign ”The Ratvertising collection”, led by a mascot named ”RONY” (Rats Occupying New York). This collection seeks to redefine the negative comments that infest this city and turn them into unique pieces available for sale.

The campaign will include posters and billboards, showcasing the latest collection of welovenyccollection.com, including items such as rat necklaces, tote bags simulating garbage, tobacco papers, mini-bags and much more. Each poster will have a New York attitude, with headlines like ”Textiles imported from around your house (referring to the garbage tote bag)”.

The campaign will also touch on current controversial issues, such as Mayor Adams’ ”War on the Rats” plan, which includes contraceptives for the infestation: ”Our apartments may be small and our rent is sky-high, but show me another city that has rat contraceptives” (mini-bag), and rat necklaces that say ”For Mayor Adams’ archenemy”.

The satirical campaign can be seen in the SoHo area, The Lower East Side, Meatpacking District, Bushwick and Williamsburg.

And as part 2.0 of this collection, the design team is prepared to launch a second series of pieces such as The Shit Shields Shoes, Flood Suits for the incessant rains of New York, among others.

“We wanted to continue breaking paradigms in NYC and that’s why we created this Collection that talks about the issues that plague New Yorkers: Drugs, Birth Control for rats, high rent prices, etc.,” said Tanya De Poli, Founder & COO by Founders.

“After the success of the NYC campaign we thought that the best advertising campaign we could do was not necessarily a campaign. That’s why we decided to create a merchandising line that is a fresher and more current option than the only one that has existed for decades in NY,” he added. Checha Agost Carreño, Founder & CCO of Founders.

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