Title	THE 2 EURO T-SHIRT - A SOCIAL EXPERIMENT
Brand	FASHION REVOLUTION (NGO)
Product/Service	SOCIAL ACTIVATION
Category	E01. Social Video
Entrant Company	BBDO GROUP GERMANY Berlin, GERMANY
Advertising Agency	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

Creative Execution

The vending machine was implemented in a busy shopping area in Berlin. People would choose buy the cheap T-shirt but once they had been confronted by the video detailing how it was made, they had the option to buy, donate or cancel. The video was posted online and sparked a bigger discussion between consumers and most importantly, between consumers and brands.

- 90% of people changed their minds and decided to donate - After 7 days: o 3+ million views on YouTube o #1 in the global ads chart o 25 million social media impressions o the film reached over 200 countries o Worldwide press coverage with over 50 million media impressions o The film was Broadcasted on Germany’s largest news networks

Challenge & Objective: For the 24th of April, the anniversary of the Rana Plaza sweatshop collapsing, killing over 1,100, Fashion Revolution needed to raise awareness and get people around the world questioning how their clothes were made. Insight: 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: We wanted to see if people would still buy a T-shirt if they were confronted with how it was made. We developed a T-shirt vending machine, but before receiving the T-shirt they’re shown a video connecting them to who made it and the conditions under which it was made. We would create a video documenting the results and use it to spark an online discussion.