07/21/09 - Ryan McGinley and Stella McCartney wanted to create a campaign that was clearly commercial while reflecting the brand's essential values, which include animal rights.

Ryan McGinley and Stella McCartney wanted to create a campaign that was clearly commercial while reflecting the brand's essential values, which include animal rights.

With naive touches and a clear message, they show us cute photos of Bambi and his friends, in a forest with model Sigrid Agren. Bambi is a charismatic character who everyone likes, and who reminds us of the reality of fur and leather exploitation.

It's a subtle yet direct message, presented in a striking, aesthetically pleasing way. The campaign was created in a forest in Worcestershire, and Bambi and his friends are accompanied by a real fox.

The innocence of Disney animates a clear, awareness-raising message.