The We Love NYC Collection: The Princess Sale

Founders, the indie agency founded by Tanya De Poli & Checha Agost Carreño creates the "Princess Sale" to promote their line of merchandising for the City of New York.
The idea 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. Underneath the image a copy invites you to purchase an item from the collection in exchange for a free Photoshop course.
The campaign was built in Realtime, following the Royal scandal from last week, and features OOH, print and social media pieces.
Tanya De Poli (Founder & 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 & CCO at Founders) added: "People today more than ever need to laugh a bit. We think humor 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. And are also the agency behind the merch line: https://welovenyccollection.com/

The Ratvertising Campaign full case: https://www.youtube.com/watch?v=IGfyMawGo0I