2022
Student project
Student project
Brand identity
Campaign
Campaign
Brief
Develop a response that not only raises awareness of the polluting effects of the fashion industry, but also drives change.
Develop a response that not only raises awareness of the polluting effects of the fashion industry, but also drives change.
Overview
A campaign and brand that gets people to wear what they already own by reminding them what they have previously bought using personalised adverts. Normalising re-wearing the same items of clothing, and educating people on the velocity of the problem.
A campaign and brand that gets people to wear what they already own by reminding them what they have previously bought using personalised adverts. Normalising re-wearing the same items of clothing, and educating people on the velocity of the problem.
Insight
It’s easy to forget what you already own, knowing the money spent can be a strong persuasion factor to buy less.
It’s easy to forget what you already own, knowing the money spent can be a strong persuasion factor to buy less.
Awards
Graphite New Blood Pencil (D&AD)
Graphite New Blood Pencil (D&AD)
Greater than 7
Wear what you already own
Wear what you already own
Research
On average, a person wears an item of clothing only 7 times before discarding it (Barnardo’s, 2019). People are wearing just 20% to 30% of the clothes in their wardrobes (International Journal of Retail and Management). Retailers are cashing in on targeted advertising, 60% of Instagram users discover new products on the platform, and a third of users have bought an item they found there.
On average, a person wears an item of clothing only 7 times before discarding it (Barnardo’s, 2019). People are wearing just 20% to 30% of the clothes in their wardrobes (International Journal of Retail and Management). Retailers are cashing in on targeted advertising, 60% of Instagram users discover new products on the platform, and a third of users have bought an item they found there.
Targeted advertisements are twice as likely to convert a social media user into a buyer (Network Advertising Initiative). Psychologist Jean Piaget explains that we tend to attach a higher value to items we already own than to similar items we don’t. This is closely tied to “loss aversion,” a universal bias that tells our brains that losing a beloved item is more painful than the joy of gaining a new one. It is also known that keeping records and receipts can help reduce spending.
Strategy
The campaign begins with a pop-up ad that prompts the consumer to sign up for the initiative after completing an online purchase. No longer in a hurry, they are more likely to engage.
The campaign begins with a pop-up ad that prompts the consumer to sign up for the initiative after completing an online purchase. No longer in a hurry, they are more likely to engage.
Signing up grants permission for Greater Than 7 to send them sponsored ads across social media, emails, and websites based on their previous purchases. These ads will function similarly to social media advertising from fashion retailers, but they will feature items the consumer has already bought and use the imagery that originally attracted them to purchase the item. Instagrammable installations will be placed in locations away from retail temptation, where members of the public can share their outfits, keep a record of how they can style their clothing, and feel proud that they are “greater than average” — or pledge to change their shopping habits.
Design
The factual language of receipts and their relation to shopping is an effective device for communicating the brand and campaign. It creates a clear message to remind people of their purchases, including the date and price paid.
The campaign must be viewed as current and in line with popular fast fashion brands, including streetwear. The use of orange and grey creates an urban feel, suitable for any gender and a wide range of fashion styles. The typeface strikes a balance between bold activism-style fonts and the typefaces commonly used on receipts. Additional imagery should feel like it could be seen on Pinterest or fashion company websites, while also demonstrating people having fun and being present in the moment.
Design
The factual language of receipts and their relation to shopping is an effective device for communicating the brand and campaign. It creates a clear message to remind people of their purchases, including the date and price paid.
The campaign must be viewed as current and in line with popular fast fashion brands, including streetwear. The use of orange and grey creates an urban feel, suitable for any gender and a wide range of fashion styles. The typeface strikes a balance between bold activism-style fonts and the typefaces commonly used on receipts. Additional imagery should feel like it could be seen on Pinterest or fashion company websites, while also demonstrating people having fun and being present in the moment.
The campaign uses personalised sponsored posts on social media to advertise clothes the consumer has already bought using the same tactics and imagery that influenced them to buy the item originally.
(Left) A mirror activation to encourage styling what you already own. Placed away from retail.
(Right) A pop up Photo Booth that captures full length images in the style of fashion websites.
By allowing data access the campaign can provide reminders and advice to persuade you to be creative with what you already have, as well as showing you the amount of money you can save. No more forgetting what’s in the back of your wardrobe...
A billboard highlighting the collective price of the average persons clothing collection. Placed in retail districts.