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D&AD NEW BLOOD BRIEF 2022 · STUDENT WORK
WORN BY NOBODY.
COSTING EVERYBODY.
DO THE GREEN THING
ART DIRECTOR
Sameer Nawab
COPYWRITER
Juan Vasquez
THE BRIEF
Do the Green Thing is an environmental charity using creativity to combat climate change. Expose the damage of fast and ultra-fast fashion.
THE PROBLEM
Fast fashion trained us to treat clothing like content: swipe, buy, bin, repeat. Donations don't save us — they reroute to illegal dumpsites. In the Atacama Desert, dunes are now made of still-tagged clothes.
THE IDEA
Rescue discarded — but never worn — garments from illegal landfills and resell them under a fake fashion label. Then reveal the truth to spark outrage, action, and policy pressure.
THE FAKE BRAND
GREEN SWAG CLOTHING CO.
"BRAND NEW" BECAUSE THEY WERE DUMPED STRAIGHT INTO NATURE.
LOCATION
Atacama Desert
Chile's desert — where dunes are made of still-tagged garments dumped illegally from the global north.
THE REVEAL
Phase 2 Truth
When customers receive their order, a reveal campaign exposes Green Swag as a fiction — and fast fashion as the crime.
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