Creative Director's Choice: Oberland's Dhruv Nanda on Naadam's goat porn OOH effort

Naadam posters graphically show how more cashmere is made

Creative Director’s Choice gives creative directors a chance to highlight the work they think is the best out in the ad world — the ads and campaigns they believe are making a difference.

This week, Dhruv Nanda, creative director at Oberland, discusses why cashmere clothiers Naadam's brand activism and promotional efforts, utilizing sexed up goats, is so effective.

You’ve talked to this kind of activist. The kind of person who volunteers for beach cleanups, marches fervently for every cause, and grabs any opportunity to rail against the demon that is corporate America. The funny thing is, you (coastal liberal) probably agree with most of their viewpoints – but for some reason, you’re still looking for the fastest way out of that conversation.

Why? Because no one wants to suffer neck cramps from looking up at someone shouting down from their high horse. This is the trap that some socially conscious brands can fall in to. Being too earnest, too sincere and – worst of all – didactic. That’s no way to start, sustain, or grow a conversation.

That’s why 1,500 posters of (anonymous) goats caught in the act of procreation to announce the launch of a sustainable cashmere clothing line is an advertising stroke of genius. To promote its new store, retailer Naadam teamed with design agency Bobby Redd to create eye-catching posters that have a purpose.

OK, is this the pinnacle of purpose-driven advertising? Maybe not. But it’s a quick get, an ownable truth, and entertaining for those of us with a slightly twisted sense of humor. While there may have been many people who were turned off by the “lewd” imagery, I believe many others were curious about what made the company’s cashmere sustainable. It led me to their website and got me motivated to learn about Naadam on my own terms. That was a nice invitation into a brand conversation.

As a creative who works to make the world a better place, I really appreciate messaging that doesn’t take itself too seriously while still doing seriously good things for our world.

Dhruv Nanda is creative director at New York City agency Oberland.

See the work by clicking on the Creative Works box below.

To see the latest creative ads and campaigns, visit The Drum’s Creative Works section. If you would like to feature a creative director in our Creative Director’s Choice, please contact Creative Works editor Kyle O’Brien.

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