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Fashion Cares promotes Peep

Toronto-based MacLaren McCann has developed an advertising campaign to promote a Fashion Cares fundraising event called “Peep.” The event will consist of a display of Burlesque-inspired fashion with the proceeds donated to the AIDS Committee of Toronto. The campaign consists of television, print, out-of-home and online advertising. The creative makes use of 1940s-style imagery and the theme “watch or be watched.” The agency created the campaign pro bono. “Each element works to invoke a visual, visceral experience with the same look and feel,” said agency president Doug Turney. “The posters are passive, a quick glance.  The TV invites you and teases you to watch. The website allows you to reciprocate.” The event will take place on May 12.

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