Subadvertising campaign about consumers, consumerism and the crazy and the madness and unconsciousness that leads to the consumerism that is strengthened in the time of sales in shopping centers. 

I'ts compose of two images: two lions fighting for a piece of food and two people fighting for a piece of cloth. And a claim: "They need it. You don't".

It tries to make the consumer feel indentified in the real images of people fighting over a garment in a mall and see the equalization that is made to the behavior of two wild beasts in the middle of nature fighting for a piece of food. Of course, with a difference: the first need it and the second ones are only being dragged by the spirit of consumerism without ethical or moral values.