THE T-SHIRT THAT ASK FOR CONSENT
| Title | THE T-SHIRT THAT ASK FOR CONSENT |
| Brand | HOMME HOMME FEMME FEMME |
| Product/Service | HOMME HOMME FEMME FEMME |
| Category |
B02. Native & Built-in Feature Integration |
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Entrant
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NORDLID APS Copenhagen, DENMARK
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Idea Creation
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NORDLID APS Copenhagen, DENMARK
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Media Placement
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NORDLID APS Copenhagen, DENMARK
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PR
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NORDLID APS Copenhagen, DENMARK
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Production
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NORDLID APS Copenhagen, DENMARK
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Post Production
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NORDLID APS Copenhagen, DENMARK
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Credits
| Jesper Isholm |
Nordlid |
Creative Director |
| Thomas Christoffersen |
Nordlid |
Art Director |
| Anne Ingevold |
Nordlid |
Copywriter |
| Nicky Da Silva |
NICKY DE SILVA |
DOP |
Describe the creative idea
The fashion brand Homme Homme / Femme Femme Paris launched a clothing collection with a very special design that automatically focuses on the problem. A line of T-shirts and sweatshirts for men, women and children prominently featuring a QR code as an integrated part of the design.
Most newer smartphones now have the QR reader built into the camera. Thus, the code on the t-shirt is automatically scanned and opens a campaign site when you try to take a picture of the person wearing it.
On the campaign site you can read more about the consequences of digital infringement and support Save the Children’s work for vulnerable children and young people by purchasing the collection.
Hopefully it can help photographers of all ages see their subjects in a new perspective – and think or ask before posting!
Describe the execution
The film worked as the launch of the Autumn/Winter 2020 collection. But the campaign is ongoing and still live today and we are still adding items to the fashion line as the problem is still part of young people’s every day.
T-shirts are fashion statements. They are a way for us to connect to a cause – and show it to the world. They are tribal. Wearing one is a way of branding yourself. Introduced by the youth culture and now worn by everyone. Old, young and kids.
That's why the T-shirt was the perfect medium for the message of "Ask before you post."
The campaign and the QR code design line was launched with a campaign video on social media to relevant audiences. And got further organic reach with the help of famous fashion influencers – Danish model Oliver Bjerrehus and his young model son. This helped us reach a broader target audience.
As the idea centers around the mobile platforms, the channels was entirely centered on social media – and even the film was shot almost entirely on an iPhone