The We Love NYC Collection: The Ratvertising Collection

"The Ratvertising Collection": Turning NYC trash into fashion

A fresh new campaign hits the streets of New York City, featuring the city’s
imperfections: notorious rat infestations, trash, and soaring rent prices. In a guerrilla
“The Ratvertising campaign", led by a mascot-like figure called “RONY” (Rats of New
York), the collection aims to turn the negative conversations surrounding the city into
wearable items for sale.
The campaign features posters and billboards showing merch items from the recent
drop from welovenyccollection.com including, but not limited to: rat collars, trash bag
tote bags, rolling papers and mini purses. Each poster has a New York attitude with
headlines such as, “Textiles imported from a corner near you (referring to the trash
tote).”
The campaign also hits topical and controversial subjects such as Mayor Adams’s “War
on Rats” and rat birth-control: “Sure our apartments may be tiny, our rents may be sky
high. But show me another city that has rats on birth control” (mini purse) and “For
Mayor Adams’s arch nemesis” (rat collar).
You can catch the tongue-in-cheek wild postings in SoHo, The Lower East Side,
Meatpacking District, Bushwick and Williamsburg.
As part of the 2.0 of this collection, the design team is getting ready to drop a second
collection that will feature “Sh*t Shields” for shoes, Flood Suits for the never ending rain
the city has been facing, and Defeated Red Socks as a nod to our enemies up north;
amongst other items.
The Ratvertising Campaign was created by Founders, an independent advertising agency
(www.founders-agency.com)