ProRail: Victim Fashion, 4

Credits & Description:

Title of Entry: Victim Fashion
Brand: ProRail
Product/Service: Dutch Railway Infrastructure Company
Client: ProRail
Entrant Company: Ogilvy Social.Lab Amsterdam
Creative Agency: Ogilvy Social.Lab Amsterdam
Creative Director: Paul Wagemaker
Creative Director: Arnout Robbe
Designer: Marina le Roux
Designer: Paul Duijser
Chief Creative Officer: Peter van Rij
Chief Creative Officer: Tolga Büyükdoganay
Chief Creative Officer: Michael Jansen
Chief Creative Officer: Martijn van Marle
Account Executive: Myrte de Jonge
Account Manager: Manja Schuurhof (PR)
Strategy Director: Joost van Liemt
Creative Strategist: Tim van Aerschot
Strategist: Madzy Beynen
Account Director: Pauline Landa
Account Director Public Relations: Ann Maes
Creative Intern: Carlijn Bijlsma, Alice Isakson, Julie van der Meiden
Producer: Swantje Hoppe
Producer: Sanne Groot
Producer: Mariska Fransen
Producer: Vanessa Janssen
SR. Digital designer: Marina le Roux, Paul Duijser
Date of Release: 2019-04-04
Notes: Despite previous campaigns, the number of railway fatalities in The Netherlands tripled since 2016. Most victims being teenagers. Often, the result of reckless behaviour around railway tracks. To halt this dramatic rise, Dutch governmental railway company ProRail had to get through to a young, hard to reach and even harder to impress audience. So impact was needed.
To warn teenagers to behave more safe around railway tracks, we launched ‘Victim Fashion, created by accident’: a youth safety campaign disguised as a fashion label.
The collection is based on the clothing victims wore when the fatal accident happened. This was only revealed during the launch fashion show.
Influencers, who were in on the project, hyped the ‘brand’, teasing the audience with close-ups unboxing video’s, showing their fierce emotions seeing the clothing's ‘distressed look’, without showing the items to the audience. Followers (including secondary influencers) were invited to the launch event at an Amsterdam Fashion show. Hundreds of teenagers and influencers attended. In front of cameras, the press and key influencers, the shocking truth behind the collection was revealed by an exceptional survivor.
The stories behind each item could subsequently be discovered in detail on the fashion label’s Instagram account and ‘web-store’.