Title | TAHRA'S WORKOUT |
Brand | WERELDSOLIDARITEIT |
Product/Service | CLEANE KLEREN |
Category |
A01. Glass |
Entrant
|
BOONDOGGLE Leuven, BELGIUM
|
Idea Creation
|
BOONDOGGLE Leuven, BELGIUM
|
Credits
Merel van den Broeck |
Boondoggle |
Creative Director |
Jonas Marysse |
Boondoggle |
Art Director |
Dirk Pierloot |
Boondoggle |
Art Director |
Willem De Geyndt |
Boondoggle |
Copywriter |
Leon Jacobs |
Boondoggle |
Executive Creative Director |
Doris De Smet |
Boondoggle |
Agency Producer |
Marjon Lepage |
Boondoggle |
Account Manager |
Nico Croes |
Boondoggle |
Account Director |
Stijn Cox |
Boondoggle |
Managing Partner - Brand Development |
Jaklien Broekx |
Wereldsolidariteit |
Communications Manager |
Edouard Valette |
Caviar |
Film director |
Geert de Wachter |
Caviar |
Producer |
Eva Van Riet |
Caviar |
Executive Producer |
Creative Execution
We filmed as much of the experiment as possible and packaged it as on online film.
Based on the results we recreated the experiment as a 30" television commercial that was aired in Belgium.
In the short time that the campaign was flighted, we were able to gather over 25'000 signatures of people demanding more humane working conditions for textile workers in Cambodia.
Another 25'000 people who think twice when they purchase sports wear. Another 25'000 people who are able to empathise with the suffering of the women who make the clothes in which they like to suffer.
To raise awareness of these issues, we wanted to relate a day's work in a textile factory in terms athletes could understand. By asking a female worker to wear a series of consumer fitness tracking devices we could demonstrate how much they have to suffer for their sports wear.
We used an Apple Watch, iPhone 7, Fitbit One, Wahoo Heart Rate Monitor and an integrated humidity and temperature meter to measure her "workout" over a normal working day.
We were not able to film inside the factory as we needed to protect the safety of the worker, her family and our crew.