| Title | THE RAG BAG |
| Brand | UNIFORMS FOR THE DEDICATED |
| Product/Service | SHOPPING BAG |
| Category |
A05. Use of Ambient Media: Small Scale |
|
Entrant Company
|
DDB STOCKHOLM, SWEDEN
|
|
Advertising Agency
|
DDB STOCKHOLM, SWEDEN
|
|
Production Company
|
B-REEL Stockholm, SWEDEN
|
Credits
| Joel Ekstrand |
Ddb Stockholm |
Art Director |
| Nick Christiansen |
Ddb Stockholm |
Copywriter |
| Fredrik Simonsson |
Ddb Stockholm |
Art Director |
| Magnus Jakobsson |
Ddb Stockholm |
Copywriter |
| Katarina Bäcklund |
Ddb Stockholm |
Account Director |
| Linus Östberg |
Ddb Stockholm |
Designer |
| Anna Hellenberg |
Ddb Stockholm |
Print Manager |
| Leif Blondell |
Ddb Stockholm |
Graphic Designer |
| Jojo Brännström |
Ddb Stockholm |
Digital Director |
| August Björnberg |
Ddb Stockholm |
Digital Developer |
| Christian Björnerhag |
Ddb Stockholm |
Photoshop Artist |
| Gustav Hamdal |
Ddb Stockholm |
Planner |
| Haris Badic |
Ddb House |
Editor |
| Simon Strand |
Simon Strand PR |
PR |
| Fredrik Wikholm |
Uniforms for the Dedicated |
Creative Director/co founder |
| Victor Persson |
Uniforms for the Dedicated |
Marketing Director |
Brief Explanation
Uniforms For The Dedicated is a Swedish menswear brand that have a business model based on a more sustainable fashion: The opportunity to rent a suit instead of buying and the fact that they’re using recycled fibers for new collections are two examples of how this is practiced. This is a standard they have set for themselves, and also one that they want to set for the whole fashion industry. They wanted to cement their role as advocates for a more sustainable fashion, and create a concrete way for their customers and the fashion industry to join their cause.
Results and Effectiveness
The pilot project included 600 bags, out of which over 300 has been utilized to recycle garments – a response rate of 50%.
Returning customers have increased with 225%, average purchase have increased with 123%, and total sales with 157% compared to last period.
The website has seen visitors from over 118 countries and produced declarations of interest on over 1.100.000 bags from national and international businesses.
The Huffington Post, Glamour Magazine, Women’s Wear Daily and many other publications spread the project organically.
UFTD got invites from business schools, Tedx and Creative Mornings to hold lectures about the project.
Creative Execution
When you buy something new, you can donate something old – The Rag Bag is the shopping bag that becomes a channel for donations. A solution that became the media. Every garment sold in the UFTD store gets put in a Rag Bag. At home, just remove the new garment, flip the bag inside out and insert an old garment. The bag becomes a postage vessel, pre-addressed and sealed, with the postage paid for. Put it in the post box and it will go to Stockholm City Mission where another cycle will be added to its life.
Insights, Strategy and the Idea
The big fashion brands are built around cheap production, cheap garments and short seasons. We spend as much money on clothes today as we did 10 years ago, but are buying a considerably larger amount of garments. In 2013 Swedes bought 12,5 kilos of textiles per person, according to the Swedish Environmental Protection Agency. 8 kilos of those will get thrown in the trash instead of reused or recycled.
So we wanted to walk the walk. And we started with our customers – how do we make them want to be ambassadors for our vision?