| Title | THE RAG BAG |
| Brand | UNIFORMS FOR THE DEDICATED |
| Product/Service | SHOPPING BAG |
| Category |
A04. Use of Merchandising/in-Store Experience |
|
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 |
The Brief
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. At the same time, not many big labels are acting on this, despite grand strategies and lengthy presentations about sustainability.
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?
Campaign Success
When you buy something new, you can donate something old – The Rag Bag is the shopping bag that becomes a channel for donations. Every garment sold in the Uniforms For the Dedicated store gets put in a Rag Bag. At home, the customer removes the new garment, flips the bag inside out and inserts an old garment. The bag is now 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.
To influence the rest of the fashion industry, we initialized an e-commerce solution where any brand that wanted could order The Rag Bag to use within their business.
The site launched April 23rd 2014, and the first bags started being distributed in the UFTD store on November 1st 2014. The project is still ongoing.
Describe the success of the promotion with both client and consumer including some quantifiable results
When you buy something new, you can donate something old – The Rag Bag is the shopping bag that becomes a channel for donations. Every garment sold in the Uniforms For the Dedicated store gets put in a Rag Bag. At home, the customer removes the new garment, flips the bag inside out and inserts an old garment. The bag is now 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.
To influence the rest of the fashion industry, we initialized an e-commerce solution where any brand that wanted could order The Rag Bag to use within their business.
The site launched April 23rd 2014, and the first bags started being distributed in the UFTD store on November 1st 2014. The project is still ongoing.
Explain why the method of promotion was most relevant to the product or service
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 fibres 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.
We wanted to create something that not only moved the brand or created buzz, but that also made the target audience engage with the brand and their philosophy. By hi-jacking the act of purchasing in-store we helped our target audience engage with our cause and ultimately become ambassadors for the brand.