THE 2 EURO T-SHIRT - A SOCIAL EXPERIMENT
Title | THE 2 EURO T-SHIRT - A SOCIAL EXPERIMENT |
Brand | FASHION REVOLUTION (NGO) |
Product/Service | SOCIAL ACTIVATION |
Category |
C04. Installation (Sculptural/ Spatial) & Environment |
Entrant Company
|
BBDO GROUP GERMANY Berlin, GERMANY
|
Advertising Agency
|
BBDO GROUP GERMANY Berlin, GERMANY
|
Production Company
|
UNIT9 Berlin, GERMANY
|
Credits
Wolfgang Schneider |
Bbdo Group Germany Gmbh |
Chief Creative Officer |
Jan Harbeck / David Mously |
Bbdo Berlin Gmbh |
Creative Managing Director |
Jan Harbeck / Michael Schachtner |
Bbdo Berlin Gmbh |
Executive Creative Director |
Michail Paderin / Jessica Witt |
Bbdo Berlin Gmbh |
Art Director / Script |
Mike Kannowski |
Bbdo Berlin Gmbh |
Senior Account Manager |
Steffen Gentis |
Bbdo Group Germany Gmbh |
Chief Production Officer |
Silke Rochow |
Bbdo Berlin Gmbh |
Agency Producer |
Cathrin Barbe |
Bbdo Berlin Gmbh |
Art Buyer |
Christian H. Hasselbusch |
|
Photographer |
|
Craftwork Düsseldorf |
Post Production Company |
Robert Bader |
|
Director |
Alessandro Rovere / Kevin Krefta |
|
Director Of Photography |
Kevin Krefta |
Craftwork |
Editor |
Nicolas Moles |
Bbdo Berlin Gmbh |
Animation |
Maciej Zasada / Kamil Chruscinski / Thomasz Sapinski/Christian Hergarten/Beode Rebitsch/Merlin Ortner/Christoph Klose |
Unit9 |
Digital Development |
Stefan Bader |
Unit9 |
Executive Producer |
|
Ketchum Pleon Gmbh |
Pr Agency |
Brief Explanation
Fashion Revolution is an organisation fighting for better working conditions for those working in
sweatshops. Fashion Revolution started in response to the Rana Plaza collapsing on April 24, 2013,
which killed over 1,00 people. Their mission is to get people world wide concerned enough to help
put a stop to the social and environmental catastrophes that continue to happen in our fashion
supply chain.
The Brief
Fashion Revolution needed us to get consumers more aware and consciously thinking about how
their clothes were made. We decided that this was not a matter of education, but a matter of
capturing consumers at the right time. We wanted to get the world talking about the issue.
How the final design was conceived
Research & Strategy:
There are millions of people enslaved in life threatening sweatshops. This problem is a result of
fast fashion perpetuated by the western world. People are aware of this problem, yet it evades their
conscience at the time of purchase.
Execution:
We wanted to see if people would still buy a T-shirt if they knew how it was made. We developed a
vending machine, filled with T-shirts, but instead of receiving the T-shirt they are shown a video
connecting them to who made it and the conditions under which it was made. They were then given
the option to buy, donate or cancel. A video was posted online and sparked a bigger discussion,
between consumers and most importantly, between consumers and brands. We would create a
video documenting the results and use it to spark an online discussion.
Indication of how successful the outcome was in the market
The good news is that 90% of the people using the vending machine decided to donate the money
to the Fashion Revolution cause rather than buy the 2 Euro T-Shirt. The better news is that the
experiment illustrated the issue of global sweatshops in a way that traditional and social media
couldn't wait to share. In the first 7 days:
- 3+ million views on YouTube
- #1 in the global ads chart
- 25 million social media impressions
- the film reached over 200 countries
- Worldwide press coverage with over 50 million media impressions
- The film was Broadcasted on Germany's largest news networks
- 50% of all social media and news posts where shared further.