Founders' 'Princess Sale' Offers Free Photoshop Course with Every T-Shirt

Founders, the indie agency founded by Tanya De Poli and 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 this week, and features OOH, print and social media pieces. 

Tanya De Poli, founder and 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 and CCO at Founders added, "People today more than ever need to laugh a bit. We think humour 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 here.