Founders, the agency that launched a rat collection for WE♥️NYC (City of New York) last year, has now created the Princess Sale, a brilliant carpe diem, to promote its range.

The Princess Sale pings off Katherine Middleton’s Photoshop drama. The work features RONY (Rats of New York), main character from the collection, sitting in the same spot where Kate Middleton and her children are in the viral photo that has circulated the world and turned into #photogate given the alleged retouching of the image.

The campaign was built in real-time, following the Royal scandal this week, and features OOH, print and social media pieces. 

Tanya De Poli, founder and COO at Founders, stated, “We are constantly listening to what is happening in culture in order to jump in and create relevant conversation for the brands we work with. We felt we could not let this opportunity pass.”

Checha Agost Carreño, founder and CCO at Founders, added, “People today more than ever need to laugh a bit. We think humour is a lot more relevant today than those ideas that pretend or intend to save the world “.

Founders is the agency behind ‘WE♥️NYC’ considered the most successful campaign in the history of the city.

Here is the We Love NYC rat Collection campaign story:

Credits

Creative Agency: Founders
Co-founders: Tanya De Polif & Checha Agost Carreño
Creative Directors: Kristin Mizushima, Katie Reid, Felipe Rostagnol & Martin Alfred
Design Director: Angel Cedeño
Designers: Ezequiel Rivadeneira & Federico Parodi
Illustration: Ed Salgado
Project Manager: Maru Carbi
Heads of Strategy: Alma Berruecos & Carla Vilches
Head of Social Media: Nahir Schumacher
Strategist: Isabella Potes
Production Company: Too Many Much