Title	THE 2 EURO T-SHIRT - A SOCIAL EXPERIMENT
Brand	FASHION REVOLUTION (NGO)
Product/Service	SOCIAL ACTIVATION
Category	B04. Use of Digital Content
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

Brief Explanation

Fashion Revolution is an organisation fighting for better working conditions for those working in sweatshops. Fashion Revolution started in response to the Rana Plaza collapsing on April 24, 2013, which killed over 1,100 people. There are millions of people enslaved in sweatshops and the problem is perpetuated by the fast fashion demand of the western world. People are aware of this problem, yet it evades their conscience at the time of purchase. So we wanted to see if people would still buy a T-shirt if they were confronted with how it was produced.

Results and Effectiveness

- 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 o 50% of all social media and news posts where shared further.

Creative 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 would create a video documenting the results and use it to spark an online discussion.

Insights, Strategy and the Idea

Our audience is deeply immersed in fast fashion and the culture surrounding it. Our client wanted to remind everyone of their purchasing power. Our campaign reaches our audience at the point of sale and online where they are absorbed in consumerism. We provided the client a platform where they could spark vital discussions regarding sweatshops.