These disturbing facts, and the powerful visuals they birthed, were the heart of our campaign for The Woolmark Company. A world ravaged by zombie clothes— a powerful metaphor for the fast fashion industry accelerating the environmental crisis at an alarming rate, with synthetic fibres infiltrating our bodies, and polluting our planet.
Our film raised awareness, while our website educated people, and encouraged them to sign a pledge to ‘Filter By Fabric’ with their future purchases.
It was a busy first week for the campaign, with over 14 million views, 3 x 'Ad of the Day', 5 x 'Ad of the Week' and a NOWNESS Pick, too. (It then received a further 16 million views in week two.) The work was eventually viewed by over 62 million people, with the total campaign reach hitting 260 million. It received over 100 International Media Features and drove 179k people to the campaign Web Platform. It also picked up a few awards.
Created with Cathryn Carey at 20something. Directed by Studio Birthplace via Park Village.
Featured press: LBBOnline, LBBOnline 'Work of the Week', Best Ads on TV, Campaign Ad of the Day, The Drum, The Drum Ad of the Day, Gold and Silver at The Drum Marketing Awards, Creative Review, Famous Campaigns Ad of the Day, The Drum 'Best Ads of the Week', Shots 'Ad of the Week', 1.4 'Six of the Best', David Reviews 5-Stars, Nowness, Muse by Clios, Campaign US, Adweek, PR Week, Forbes, designboom, More About Advertising, Fashion Network, Fashion Capital, The Stable, Shots, Ads of the World, Creative Boom, AdForum, Dossier,
