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Leo Burnett has created a new campaign for Fairtrade underwear brand Pants to Poverty in a bid to highlight the bad practices involved in the manufacture of cotton underwear.

A viral campaign warning the public of the dangers of unethical pants introduces the tale of a mythical creature, ‘The Panteater’.

Derived from the better known anteater, the ‘Panteater’ is a mutated creature who has fed for too long on the evil pesticide-ridden pants now prolific in the Western world.