CLIENT: Do The Green Thing

( D&AD New Blood Award Brief 2022 )
*Student Work

Art Director - Sameer Nawab 

Copywriter - Juan Vasquez

Context: Do the Green Thing is an environmental charity using creativity to combat climate change.

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Brief: Develop a campaign highlighting the damaging impacts of the fast and ultra-fast fashion industry.

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Idea: Rescue discarded but never-worn garments from illegal landfills and resell them under a new fake fashion brand.

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Research: Donated and new clothing contribute to the millions of metric tons of clothing that end up in illegal disposal sites worldwide specifically the biggest dumping ground is found in Atacama Desert, Chile. 

 

Concept: Among the millions of metric tons of discarded clothing, some items still have their tags on. Mimicking the practices of many luxury brands, we decided to sell clothing that appears to be sourced from a landfill. Thus, we created the Green Swag Clothing Co., a fictitious clothing brand that resells rescued garments from illegal dumpsites. After a few weeks, we launched the brand and revealed the true origin of the items to raise awareness and promote ethical and sustainable practices.