GREENPEACE OBJECTIVE:
To guarantee consumers that luxury fashion products are not tainted by deforestation and hazardous chemicals.
To make fashion brands take action by adopting ambitious policies for Zero Deforestation and Zero Discharge of hazardous chemicals by the end of 2020.
IDEA:
An iconic cleaning glove becomes the gauntlet to throw down to fashion.
It is the heart of an integrated on and off line campaign called The Fashion Duel.
STEP 1 - NOVEMBER 2012
We have thrown down the gauntlet to 15 top fashion brands, sending them a kit containing a glove, with a link to a video and to a survey, inviting them to answer about their supply chain.
STEP 2 - FEBRUARY 2013
WEBSITE
We create a website, showing a ranking based on the results of the survey.
Users can sign-up using facebook or e-mail and share their subscription on main social networks.
In homepage a video-counter calculates the number of the subscriptions.
VIDEO SIGN-UP
Users can make a video sign-up too, just uploading their gauntlet launch from their desktop, smartphone or tablet.
GUERRILLA
CLEAN GRAFFITI
VERTICAL FASHION SHOW
MAURIZIO CATTELAN L.O.V.E. SCULPTURE
ITALY ART DIRECTORS CLUB AWARD 2013
SILVER - BEST INTEGRATED CAMPAIGN
