Pants to Poverty 'panteater' by Leo Burnett

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Leo Burnett has created a new campaign for Fairtrade underwear brand Pants to Poverty in a bid to highlight the bad practices involved in the manufacture of cotton underwear.

A viral campaign warning the public of the dangers of unethical pants introduces the tale of a mythical creature, ‘The Panteater’.

Derived from the better known anteater, the ‘Panteater’ is a mutated creature who has fed for too long on the evil pesticide-ridden pants now prolific in the Western world.

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Released: 06 July 2009

Credits

Project name
Panteater

Client
Pants to Poverty

Copywriter           
Ollie Kristian

Art director           
Christen Brestrup

Planner (creative agency)   
Richard Cordiner

Production company       
One Small Step

Director           
Lorrin Braddick

Editor               
Lorrin Braddick

Post-production company       
Absolute

Audio post-production company       
Factory

Exposure           
Web and e-marketing as well as live events

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