Fashion Revolution (Ngo): The 2 Euro T-Shirt - A Social Experiment [alternative version]

Credits & Description:

Client: Fashion Revolution (Ngo)
Product: Social Activation
Entrant: Bbdo Group Germany Berlin, Germany
Title: The 2 Euro T-Shirt - A Social Experiment
Product/Service: Social Activation
Entrant Company: Bbdo Group Germany Berlin, Germany
Advertising Agency: Bbdo Group Germany Berlin, Germany
Production Company: Unit9 Berlin, Germany
Chief Creative Officer: Wolfgang Schneider (Bbdo Group Germany Gmbh)
Creative Managing Director: Jan Harbeck/David Mously (Bbdo Berlin Gmbh)
Executive Creative Director: Jan Harbeck/Michael Schachtner (Bbdo Berlin Gmbh)
Art Director/Script: Michail Paderin/Jessica Witt (Bbdo Berlin Gmbh)
Senior Account Manager: Mike Kannowski (Bbdo Berlin Gmbh)
Chief Production Officer: Steffen Gentis (Bbdo Group Germany Gmbh)
Agency Producer: Silke Rochow (Bbdo Berlin Gmbh)
Art Buyer: Cathrin Barbe (Bbdo Berlin Gmbh)
Photographer: Christian H. Hasselbusch
Illustrator: Michail Paderin (Bbdo Berlin Gmbh)
Post Production Company: Craftwork
Director: Robert Bader
Director Of Photography: Alessandro Rovere/Kevin Krefta
Editor: Kevin Krefta (Craftwork)
Animation: Nicolas Moles (Bbdo Berlin Gmbh)
Digital Development: Maciej Zasada/Kamil Chruscinski/Thomasz Sapinski/Christian Hergarten/Beode Rebit (Unit9)
Executive Producer: Stefan Bader (Unit9)
Pr Agency: Ketchum Pleon Gmbh
Brief Explanation
Fashion Revolution is an organisation fighting for better working conditions for those working in
sweatshops. Fashion Revolution started in response to the Rana Plaza collapsing on April 24, 2013,
which killed over 1,100 people. There are millions of people enslaved in sweatshops and the
problem is perpetuated by the fast fashion demand of the western world. People are aware of this
problem, yet it evades their conscience at the time of purchase. So we wanted to see if people
would still buy a T-shirt if they were confronted with how it was produced.
Results and Effectiveness
- 90% of people changed their minds and decided to donate
- After 7 days:
o 3+ million views on YouTube
o #1 in the global ads chart
o 25 million social media impressions
o the film reached over 200 countries
o Worldwide press coverage with over 50 million media impressions
o The film was Broadcasted on Germany's largest news networks
o 50% of all social media and news posts where shared further.
Creative Execution
We wanted to see if people would still buy a T-shirt if they knew how it was made. We developed a
vending machine, filled with T-shirts, but instead of receiving the T-shirt they are shown a video
connecting them to who made it and the conditions under which it was made. They were then given
the option to buy, donate or cancel. We would create a video documenting the results and use it to
spark an online discussion.
Insights, Strategy and the Idea
Our audience is deeply immersed in fast fashion and the culture surrounding it. Our client wanted to
remind everyone of their purchasing power. Our campaign reaches our audience at the point of sale
and online where they are absorbed in consumerism. We provided the client a platform where they
could spark vital discussions regarding sweatshops.