Title	THE 2 EURO T-SHIRT - A SOCIAL EXPERIMENT
Brand	FASHION REVOLUTION (NGO)
Product/Service	SOCIAL ACTIVATION
Category	A05. Branded Live Experience
Entrant Company	BBDO GROUP GERMANY Berlin, GERMANY
Contributing Company	BBDO GROUP GERMANY Berlin, GERMANY
Production Company	UNIT9 Berlin, GERMANY

Name	Company	Position
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
Michail Paderin	Bbdo Berlin Gmbh	Illustrator
	Craftwork	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 Rebit	Unit9	Digital Development
Stefan Bader	Unit9	Executive Producer
	Ketchum Pleon Gmbh	Pr Agency

The Campaign

Challenge & Objective: For the 24th of April, the anniversary of the Rana Plaza sweatshop collapsing, which killed over 1,100, Fashion Revolution needed to raise awareness for those working in life threatening sweatshops. We needed to get people around the world questioning how their clothes were made. 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. Idea & 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. We created a video documenting the results and sparked a bigger discussion, between consumers and most importantly, between consumers and brands.

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.

The experiment we created was an original form of branded content and entertainment, by creating a video documenting a T-shirt vending machine which made people question if sweatshops are worth their fashion.