Title	RAW FOR THE OCEANS
Brand	G-STAR RAW
Product/Service	COLLECTION
Category	G01. WELL-BEING AND ENVIRONMENTAL IMPACT PRODUCTS
Entrant Company	FHV BBDO Amsterdam, THE NETHERLANDS
Advertising Agency	FHV BBDO Amsterdam, THE NETHERLANDS
Advertising Agency 2	PART OF A BIGGER PLAN Amsterdam, THE NETHERLANDS

Name	Company	Position
Pharrell Williams	Bionic Yarn	Creative Director
Tim Coombs	Bionic Yarn	Co/Founder
Tyson Toussant	Bionic Yarn	Co/Founder
Cyrill Gutsch	Parley For The Oceans	Founder
Mark Muller	FHV BBDO	Creative Director
Christian Borstlap	Part Of A Bigger Plan	Founder

Brief Explanation

Develop a collection that would integrate plastic waste from the oceans. To really make a difference, this needed to be a collection that was desired by people all over the world, a collection that would sell itself since there is no large marketing budget to push it. Take the first step in a real solution to the problem, with the belief that this problem can only be solved if it becomes interesting for people to engage. Create an identity that can be integrated in the design.

The Brief

Around 100 million tons of plastic are produced each year, about 10% ends up in the oceans. This plastic pollution affects the environment in several ways. Birds, marine mammals and fish are killed by ingestion of plastics or entanglement. Can we be part of the solution and create denim made out of ocean plastic, in a way that it so desirable that people around the world will like to wear it?

How the final design was conceived

The challenge was to create a high quality collection that would look and feel just as beautiful as regular denim. Making denim is considered an art in the world of denim lovers. The dyeing of the fabric, the amount of stretch, the fading it all contributes to a good end product. We turned our complete manufacturing process upside down and produced by suppliers with whom we have a long-term relationship and that share our passion to make a strong product in a sustainable way. Together with Bionic Yarn and Pharrell Williams we create denim for the future with an ownable identity.

Indication of how successful the outcome was in the market

The RAW for the Oceans collection is the first collection ever made out of ocean plastic. It allows people across the world to express their concerns to ocean pollution by wearing it. The initiative is the long-term action of integrating Bionic Yarn into continuing product lines. It creates awareness for ocean pollution and is a small time first step to the solution of the problem. This first collection contains 33% per cent of reclaimed plastic. We intend to increase this percentage of plastic reclaimed from the sea in Bionic yarn with each collection. PR around launch exceeded all expectations.