Awesome idea for second hand clothes. The photography and lighting is kind of boring, appropriate but boring. The concept is so good it won first prize in International Freecard Award, 2004 for “The Axe Effect”.

But hey there is so much original content out there so why bother? NOT! Actually I even like the lighting more on the Axe Effect ad, and it so 100000 years ago.

• Advertising Agency: M&C Saatchi, Wellington, New Zealand
• Photographer: eek
• Designer: Chris Redditt
• Creative Director: Jeremy Southern
• Art Directors: Dale McGuinness, Mark Anstis, Rene van Wonderen
• Copywriters: Jeremy Southern, Marianne Harvey
• Retouching: The Lounge