lindsey montague · acd · art director

For centuries, illegal poaching has plagued foreign lands for their exotic valuables: whales poached for their blubber, tigers for their skins, elephants for their ivory tusks. To introduce Carmen Steffens, a handmade Brazilian boot company, to the US, this postcard campaign reveals the terrible new form of poaching forming on the beaches and in the rainforests of Brazil—that of beautiful Brazilian models for their boots.

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“This young female model has been abducted in her native Brazilian habitat. Entangled, exploited, and exposed, her captors will soon abandon all of her parts save her handcrafted leather boots. The rising demand in foreign markets for this exotic fashion has led to an alarming escalation in boot poaching, like this one, across the Amazon.”

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“An ensnared model stares out from her bamboo confinement deep in the jungles of Brazil. Lured by the beauty of handcrafted leather and the dazzle of their lustrous value, the growing trend in the country is the illicit poaching of Brazilian models for their exotic boots. The byproduct of this criminal trade is the bleak fate of this girl—and others of her species—who will never see her beautiful boots again.”

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“As evening darkens the Costa Verde beach in southern Brazil, this female model faces an uncertain fate. Though the species has long been venerated for their arresting beauty, these days, procuring her leather boots—and not her— has become the ultimate prize. To supply growing markets overseas, a new breed of poachers is ruthless in their hunt for this rare boot bounty. Her chances of escaping with boots intact are grim.”
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Art Director: Lindsey Montague
Copywriter: Lauren Smith
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