ADDRESS THE FUTURE
|Category||A03. New Realities & Voice Activation|
|Title||ADDRESS THE FUTURE|
|Product/Service||THE DIGITAL COLLECTION|
|Entrant||VIRTUE Copenhagen, DENMARK|
|Idea Creation||VIRTUE Copenhagen, DENMARK|
|PR||VIRTUE Copenhagen, DENMARK|
|Production||VIRTUE Copenhagen, DENMARK|
|Additional Company||CARLINGS Stockholm, SWEDEN|
|Morten Grubak||VIRTUE||Executive Creative Director|
|Emil Kjems||VIRTUE||Art Director|
|Emil Kjems||VIRTUE||Art Director|
|Dimitri Werner de Paiva||VIRTUE||Art Director|
|Berglind Stefánsdóttir||VIRTUE||Project Director|
|Kirstine Kollerup||VIRTUE||Post Production|
|Sahand Porkar||VIRTUE||creative technologist|
BackgroundNorwegian retail brand Carlings were opening their very first webshop despite having sold clothes in more than 200 stores for decades. So the challenge was to create traffic and market share for an average webshop in a giant ocean of e-commerce.
Describe the creative ideaFROM A DECADE TOO LATE — TO A DECADE AHEAD. Our creative springboard became the vision of taking the webshop from being 10 years behind, to be 10 years ahead of its time. We crossed that idea with a fashion industry that is under severe criticism for its pollution, and where clothing waste has never been more extensive. This became the cornerstone of the world's first digital clothing collection with zero% negative environmental impact. The collection consists of virtual clothes that today’s 18-25-year-olds can wear on social media in order to showcase their fashion creativity without harming our planet.
Describe the strategyResearch from Barclaycard, which sees nearly half of Britain’s credit and debit card transactions, shows that ‘outfit of the day’ posts have literally become just that. Almost two in ten Brits reveal that they have bought clothes online (17%) to wear once with the aim of posting a photo to social media and subsequently returning their purchases. The hashtag #ootd (Outfit Of The Day) alone has 280 mill. posts on Instagram. That's why Carlings set out to make a clothing collection for the urban minded youth between 18 to 25 years old, who are environmentally conscious and who are forced to participate in the world's mass production waste in clothing if they want to keep up with the big creative fashion output standards on social media.
Describe the executionEXECUTION Via mobile photo meta-data, a virtual tailor adjusts the clothes in the 3D program Marvelous Designer, where digital clothing design is created in the same way as real clothes. And because it is digital, there is an infinite number of pieces available once a piece has been created. This means an infinite clothing collection, whose production has had zero% negative impact on the environment. The electricity was produced with green energy, and all income went directly to WaterAid.com. TIMELINE The virtual collection was available from mid-November to mid-December SCALE Because it is digital, there is an infinite number of pieces available once a piece has been created.
List the resultsThe digital collection served as a driver for Carling's newly opened webshop for ordinary clothes, and made the site the most innovative player on the field when it comes to future solutions to the current clothing and environmental crisis. The collection travelled across the globe and drew headlines from international and leading media such as Hypebeast, i-D, PaperMag, Vogue and Wired. Website traffic got increased by more than 56%, and the collection was sold to people from more than 30 countries within the test period.
Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work.
The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.
PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.