America Unwrapped 2010

Agency Network: 
December 2010

Also From This Campaign 4


When you think of a non-profit like Oxfam America, high-fashion runways, egomaniacal designers and goats with hair extensions probably aren’t the first things that come to mind, but those elements are all center stage in the organization’s unusual holiday marketing campaign from Proximity Chicago. The campaign spoofs stereotypical high-fashion marketing by replacing the “it” designer goods with stylized livestock including alpacas, goats and chickens. Shot by fashion photographer Pier Nicola D’Amico and with guest appearances from celebs including Scarlett Johansson and Minnie Driver, the campaign centers around fictional fashion designer “The Hidalgo” (played by comedian Chris Wylde) and his vision for the couture of the future: The Oxfam Collection,

Film advertisement created by Proximity, United States for Oxfam, within the category: Public Interest, NGO.

Advertising Agency: Proximity, Chicago, USA
Executive Creative Director / Copywriter: Kevin Lynch
Creative Director / Art Director: Diana Morison
Art Directors: Kyle Everett, Francis Almeda
Copywriters: Kevin Lynch, Nate Gagnon
Planner: Leah Gritton
Team Leader: Claudia Richman
Project Manager: Catherine Hughes
Photographer: Pier Nicola D’Amico
Designer: Diana Morison
Retoucher: Pier Nicola D’Amico
Studio: Studio 410/Tom Sustan
Print Producer: Heather Beck
Print Project Manager: Maureen Condon
Agency Producer / Art Producer: Liz Miller-Gershfeld
Agency Video Producer: Liz Miller-Gershfeld, Brigette Whisnant, Vanessa Luhr
Online Producer: Catherine Hughes
Developer: John Fisher, Tim Janczewski
Production House: Moschini Productions, Anthony Moschini
Director: Pier Nicola D’Amico
Producer: Anthony Moschini
Editing House: Beast
Editor: John Dingfield, Matt Glover
Post Producer: Lauren Scheuer
Music Company: Earhole & Squeak E. Clean Productions
Sound Designer: Earhole
Graphics: Kevin O’Rourke at Red Car
Online / Finish: Filmworkers Club
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kleenex's picture

good one.

Activity Score 58777
Web Designer/Developer
Lazarus's picture


Activity Score 1537
Creative Director
JeffP's picture

Scarlett looks amazing

Activity Score 810
Marketing Manager at TomTom
Ω's picture

Gawd she looks hot. Must say she progressed quite nicely since the GWH days.

Activity Score 41
Roger Keynes's picture

And look how many people Oxfam is providing for. :)

Roger Keynes
Activity Score 5496
Copywriter |

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