Sete Léguas (Seven Leagues) is a brand of boots designed in João Pessoa, Brazil, with a reputation for industrial safety. The boots are used in hospitals, industrial kitchens, gas stations, farms, cooperatives and in agribusiness. This print/outdoor advertising campaign, “Inimigos”, reminds buyers that their feet are not safe without boots. Painted feet are presented alongside dangers in the workplace painted in turn, a saw, a meat cleaver and a portion of a girder. “Feet have a lot of enemies. Protect yourself” is the English translation of the original Portuguese, “Pes tem muitos inimigos, proteja se”. The campaign won a Bronze Outdoor Lion at Cannes International Advertising Festival 2010.
The Enemies campaign was developed at Talent, São Paulo, Brazil, by executive dreative director João Livi, creative director Leo Macias, copywriter Antonio Nogueira, art buyer Mario Coelho, art director Fábio Rodrigues, advertiser’s supervisor Eduardo Sabanai, account manager Gabriela Aun, account supervisor Rogério Dezembro, illustrator Pedro Junior at Boreal, photographer Eduardo Rodrigues.