Title	THE #EQUALPOCKETS COLLECTION
Brand	KINGS OF INDIGO
Product/Service	#EQUALPOCKETS COLLECTION
Category	B04. Business Citizenship / Corporate Responsibility & Environmental
Entrant	DDB BERLIN, GERMANY
Idea Creation	DDB BERLIN, GERMANY
PR	BAM BERLIN, GERMANY
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

Why is this work relevant for PR?

Not only are Female empowerment and gender inequality being addressed in daily newspapers, but also openly discussed by Millennials and Gen Z on social media. This new generation is tired of only consuming dull and hyped products but instead is looking for a greater cause that they can support and stand behind. Through the clever use of PR , a simple but powerful entry-point to serious topics like equal pay can be created.

Background

Situation: As a brand, Kings of Indigo is paying equal importance to 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 environmentally sustainable, while wanting to also deliver the social factor.​ Brief: Create a campaign that is taking the essence of the brand and strengthen its social sustainability while being modern and approachable to a young target audience in visuality.​ Objective: By using the topic of the Gender Pay Gap and combining it with fashion, Kings of Indigo wanted to create a light-hearted approach to a serious topic and bring social awareness to the heads of a young target audience.

Describe the creative idea (20% of vote)

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 instagrammable fashion item.​ Every pair of jeans comes with the enlarged inlays, which were designed with inspirational and empowering drawings by illustrator Salimah Gablan. In addition, a pocket folder to explain the idea behind the collection, the iconic jeans leather tag with a printed statement for equality and sew-on badges to individualize the jeans, were delivered with every garment.

Describe the PR strategy (30% of vote)

In order to be featured in lifestyle magazines, the fashion connection and history of denim provided valid PR angles. All photo and video assets were created to fit the brand heritage. By adding relevant statistics and strong punchlines for editors, journalists and influencers helped spark interest for the cause.​ Key message: Kings of Indigo turned a political statement into an iconic fashion item to support the issue of equal pay for a younger audience.​ Target audience: Since denim permeates all levels of society, just like gender pay does, the target audience was rather broad. Nevertheless, the topic needs more awareness of a younger audience. Here, the fashion angle helped creating a campaign for a lifestyle-oriented target group.

Describe the PR execution (20% of vote)

Different steps were defined in order to create the most awareness possible:​ • Create first buzz through influencer involvement. Main focus: Instagram.​ • Offer media exclusives for different territories.​ • Broad press release send-out via mail.​ • Release of the Equal Pockets campaign online.​ • PR by Kings of Indigo via newsletter and social channels to their customer base and fans.​ Timeline: ​ • 25th of March pitch of exclusives.​ • 28th of March broad send out to: short-lead, online, daily newspaper media.​ • Focus on: fashion, lifestyle and trade press.

List the results (30% of vote)

With the help of over 20 influencers, the campaign reached roughly 2 million users online, creating a percentage increase of 85 % unique visits on the website and making the Launch post on the Instagram channel of Kings of Indigo; the most successful post in the brand's history.​ While the campaign spread on social media, Kings of Indigo also sparked a fresh conversation on respectable fashion blogs, lifestyle magazines and mainstream media. Bringing #EqualPockets as an exclusive story to more than 50 online magazines and lifestyle blogs, just like Fizzy Mag, thisisjanewayne and interview.de, with more and more joining. ​ Apart from making the gender pay gap an approachable subject for younger people, all of the profits will be used to support equality in payment in collaboration with Fair Wear Foundation.