C08. Charities, Public Health, Safety & Awareness Messages
Entrant Company
BBDO GROUP GERMANY Berlin, GERMANY
Advertising Agency
BBDO GROUP GERMANY Berlin, GERMANY
Production Company
UNIT9 Berlin, GERMANY
Credits
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
Craftwork Düsseldorf
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 Rebitsch/Merlin Ortner/Christoph Klose
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.