Title	FACE THE HIDDEN FACTS
Brand	TRADERA
Product/Service	TRADERA
Category	A01. Data-enhanced Creativity
Entrant	NORD DDB Stockholm, SWEDEN
Idea Creation	NORD DDB Stockholm, SWEDEN
Media Placement	NORD DDB Stockholm, SWEDEN
PR	NORD DDB Stockholm, SWEDEN
Production	NORD DDB Stockholm, SWEDEN
Post Production	NORD DDB Stockholm, SWEDEN

Name	Company	Position
Andreas Dahlqvist	NORD DDB Stockholm	Chief Creative Officer
Johanna Björnfot	NORD DDB Stockholm	Client Director
Martin Lundgren	NORD DDB Stockholm	Copywriter
Anton Bolin	NORD DDB Stockholm	Art Director
Svante Pårup	NORD DDB Stockholm	Copywriter
Susanne Johansson	NORD DDB Stockholm	PR Director
Annie Leander	NORD DDB Stockholm	Client Manager
Elias Klingén	Elias Klingén	3D/motion-artist and retoucher
DDB House	DDB House	Agency Producer

Why is this work relevant for Creative Data?

We identified the most-searched fashion items in December 2019, and then rendered 3D images of those items. Each item featured a hidden message revealing a fact about the fashion industry. A sweatshirt bears the message ‘The fashion industry is responsible for 8% of global emissions’, for example, while a shoe is engraved with the words ‘The fashion industry is responsible for 20% of the world’s water pollution’. Then, we tagged these fake products with the same search engine data as the real products they were based on, to ensure that they appeared in Google search results alongside the real products.

Background

The fashion industry is the second most polluting industry in the world. However, we’re buying more new clothes than ever before. The Swedish online marketplace Tradera have been pushing circular consumption for 20 years, and wanted to find a new way to reduce the purchasing of newly produced clothing. The campaign run just in time for the commercial feast of the year – Christmas – with the objective to get people to buy sustainable Christmas gifts and position Tradera as a innovative company.

Describe the Creative idea / data solution (20% of vote)

To urge consumers to choose sustainable Christmas gifts, Tradera hijacked Google during the most intensive period of Christmas shopping, and exposed internet shoppers to facts about the fashion industry. Facts such as that “the fashion industry is responsible for 8% of the global emissions” and “20% of the world’s water pollution” was hidden in 3D replica images of the products which were most in demand from fashion brands December 2019. The replicas were also tagged with the same search engine data as the popular products. This made Google interpret the replicas as sought-after products, and indexed them at the top of the search results. So, when people Googled for products like white Fila sneakers, H&M faux fur and Moncler down vest, they got exposed to uncomfortable climate facts.

Describe the data driven strategy (30% of vote)

We identified the most-searched fashion items in December 2019, and then rendered 3D models of those items. Each item featured a hidden message revealing a fact about the fashion industry. Then we tagged these fake products with the same search engine data as the real products they were based on, to ensure that they appeared in Google search results alongside the real products. Targeting those who are using Google image search and wanted to buy new clothes as a Christmas gift.

Describe the creative use of data, or how the data enhanced the creative output (30% of vote)

By using Google’s own way of thinking, we tricked their algorithms and got our message through. We did it by uploading our replica 3D images on tradera.com, one of Swedens most visited websites, and tagged them with the same search engine data as the real products were based on, ensuring that they appeared in Google search results alongside the real products.

List the data driven results (20% of vote)

When people Googled for products like white Fila sneakers, H&M faux fur and Moncler down vest, they got exposed to uncomfortable climate facts. And many consumer decided they wanted to know more about the initiative and ended up on Traderas site and decided to buy second hand clothes instead of newly produced. Compared to the same period 2018 sales went up. For greater goods.