October 28, 2008
UBC Robson Square, Vancouver, BC
When local conservation group Forest Ethics found out that Limited Brands, owner of Victoria Secret, were using paper made from old growth forests to print their 365 million catalogues, they saw red. This led to an effective and revolutionary anti-brand campaign that included full page ads of chainsaw-wielding Victoria Secret models, causing the $10 billion dollar company to rethink its practices.