Winners & Shortlists


Entrant Company FHV BBDO Amsterdam, THE NETHERLANDS
Advertising Agency FHV BBDO 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

The Campaign

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? The challenge was to create a high quality collection that would look and feel just as beautiful as regular denim. 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.

Success of the Campaign

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. Earned media since launch: Print € 1,629,328.20. 252 placements Online € 5,696,682.35. 1055 placements Television € 336,611.15. 9 placements TOTAL € 7,662,621.70. 1316 placements The campaign is still running, 1st collection has just been launched (September).

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

First introductions took place in June 2013 during trade fair Bread&Butter Berlin at a Parley for the Oceans presentations. Thereafter the inspiring talks continued and ended in the fruitful collaboration RAW for the Oceans to be launch during NYFW February 2014. All parties, Bionic Yarn, Parley for the Oceans, and G-Star RAW worked closely to turn the press conference around in only four weeks after signing all legal documents. The press conference attracted a total of 260 press and influencers from all over the world including notable such as Suzy Menkes, David LaChapelle and members of the independent platform Sea Sheppard, including Captain Paul Watson. Starting the day before the announcement at NYFW, the day itself and the day after, the G-Star online channels and those of our partners have all promoted the RAW for the Oceans collaboration and animated campaign.