The head-turning campaign is meant to raise awareness for two athletes in the 2016 Paralympic Games

Photoshopping models in a magazine cover is no surprise. However, in a more unconventional experience, Vogue Brazil photoshopped its models to look like they have disabilities.

The unusual act is propelled by good purpose: to promote the 2016 Paralympics. The photo campaign aims to highlight Brazilian athletes in the Paralympics, namely Renato Leite and Bruna Alexandre. Vogue put models Cleo Pires and Paulo Vilhena on the cover and photoshopped them to look like these two athletes. While it didn’t appeal to everyone, it is still a creative way to promote the Paralympics and turn heads.

READ THIS ARTICLE FOR $15
$15 provides access to this article and every case-study, interview, and analysis piece that we publish for the next 30 days. Our Premium Subscription also provides access to a database of over 100,000 articles on innovation in brand, customer, and retail experience.
Already a subscriber? Log in