Fashion at a bargain – why not? But what if consumers were to see the conditions under which the super cheap clothes are made? A campaign by BBDO Berlin for Fashion Revolution Day on April 24.

 

Berlin, April 24, 2015 – The vending machine standing in the middle of Alexanderplatz in Berlin is a bright popping turquoise. And it promises a real bargain, too: ‘T-Shirt only 2 Euros’. But no t-shirt comes out after the coin has disappeared inside the machine. Instead a video plays on a display, showing shocking scenes from textile factories, where women and children sew without a break. They are paid only 13 cents per hour in addition to working under life-threatening conditions. After 20 seconds an option appears on the display: ‘Buy or Donate’. Consumers are faced with a decision. Do you really want to buy the t-shirt? Or would you rather donate the 2 Euros?

 

The reactions at the vending machine are unambiguous: 90 percent of the 150 people who initially wanted to buy cheap t-shirts at the machine decided against a purchase.