Category F02. Environmental / Social Impact
Production JAYJAY Berlin, GERMANY
Name Company Position
Dennis May DDB Group Germany Chief Creative Officer
Jan Harbeck DDB Group Germany Managing Creative Director
David Mously DDB Group Germany Managing Creative Director
Patrik Lenhart DDB Group Germany Creative Director
Marco Lemcke DDB Group Germany Senior Art Director
Alice Rotelli DDB Group Germany Art Director
Sirena Grace Martinelli DDB Group Germany Art Director
Maximilian Müller DDB Group Germany Copywriter
Rowan El-Goweiny DDB Group Germany Junior Copywriter
Hitarthy Shah DDB Group Germany Junior Creative
Rohit Wani DDB Group Germany Junior Creative
Vaishnavi Rai DDB Group Germany Junior Creative
Susanne Plümecke DDB Group Germany Account Director
Kerstin Sönnichsen DDB Group Germany Management Supervisor
Stefan Nick DDB Group Germany Senior Account Manager
Philip G. Lovelace BAM Berlin Managing Director
Peter Dreiss BAM Berlin Art Director
Kim Huhn / Director & DOP
Jonas Reichert / Photographer
Keke Liu / Stylist
Agnes Olszanski / Hair & Make-Up Artist
Thommy Teichmann Pirates 'N Paradise Berlin Head of Postproduction
Felix Christ Pirates 'N Paradise Berlin Editor & Grading
Jared Meier-Klodt JayJay Berlin Executive Producer
Johannes Stegemann JayJay Berlin Executive Producer
Tony Tonnaer Kings of Indigo Founder
Elisabeth Verheijen Kings of Indigo Managing Director
Ana Vujanic Kings of Indigo Communication
Salimah Gablan Kings of Indigo Illustration


Situation: As a brand, Kings of Indigo is paying equal importance being socially and environmentally sustainable. Ensuring that besides fair and safe working-conditions, every high-quality garment is produced with conscience. However, the brand lacks to make bold statements besides just being environmental sustainable.​ Brief: Create a campaign that is taking the essence of the brand and strengthen its social sustainability while being approachable to a young target audience.​ Objective: By using the topic of the Gender-Pay-Gap and combining it with a fashion-insight we wanted to bring a fresh approach to a serious topic and create social awareness. ​ Budget: Production of all campaign-assets excluding the jeans-production: €8.000​ Project Scale: On March 28th the collection was put in motion with 25 exclusive samples sending out to influencers. ​ With Pre-Orders being available since then, the first drop is set to release in July 2019. A second drop is already in planning.

Describe the creative idea (40% of vote)

The fair fashion label Kings of Indigo wanted to draw attention to a social topic that is tightly tied to their brand values. For that reason, a fashion insight and a social issue were combined.​ The metaphor of deep pockets standing for a lot of money is known by people worldwide.​ Interestingly, women's pockets are significantly smaller than men's. As if they were tailored to match the ever-present Gender Pay Gap.​ #EqualPockets is the first female jeans collection coming with pockets equally as deep as men's to create a political statement for equal pay disguised as an Instagram-able fashion item.

Describe the execution (40% of vote)

The #EqualPockets Collection has several design elements to make it stand out from other collections and to make it a statement for equal pay.​ The key elements of the jeans are the enlarged pocket inlays with inspirational and educational drawings designed by illustrator Salimah Gablan. This way, the inlays became a canvas to spark a conversation about facts on Gender Pay. Aside from that, badges to individualize the jeans were created. Also, the iconic jeans tag turned into a statement for equality and a pocket folder to explain the cause was attached. ​ Every design element was closely developed with Kings of Indigo to make it fit their brand heritage.​ To promote the collection, a Launch Film and a Lookbook were shot and edited in a way fitting the clean, but authentic look of Kings of Indigo.

List the results (20% of vote)

With #EqualPockets, the brand was strengthened because it proved that Kings of Indigo is not only environmentally sustainable, but also cares for social sustainability. This was made possible by the design of specific elements on the jeans, such as the pocket inlays. ​ Not only did the jeans put the brand on a new level of sustainability, but the customers were also able to wear and show-off the visible positive message for gender equality to everybody. This was due to the iconic leather tag and individualization of the jeans with the badges.​ The combination of a distinct visual language, a serious topic and the most iconic fashion piece - the blue jeans - became a true statement-piece for a young target audience.​ Resulting in the jeans selling out within the first weeks and the topic reaching more than 2.000.000 users on various social networks through fashion influencers and owned channels.