Web site and integrated campaign
GREENPEACE OBJECTIVES
To guarantee consumers that luxury fashion products are clean, that is not tainted with deforestation and water pollution.
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
To use a cleaning glove as a gauntlet to challenge fashion. It became the heart of an integrated campaign called The Fashion Duel.
Video Case History
STEP1 - November 2012
DIRECT MAILING AND MAISON WEBSITE
We threw down the gauntlet to 15 top fashion brands, sending them a kit containing a glove, a link to a video challenge and to a survey on three areas of brands’ global supply chain: leather, pulp and paper for packaging, textile production.
Video only for Fashion Brands
Full Responsive
VIDEO SIGN-UP
Users could make a video sign-up too, just uploading their gauntlets launches from theri desktop, smartphone or tablet. The video sign-up was sharable on the mai social networks.
Videoadesione
ACTIONS: Guerrilla, Cean Graffiti, Vertical Fashion Show, Cattelan L.O.V.E. Sulpture
