DFORMD
THE PROBLEM: Convince a post Berlin Wall generation that nuclear energy is not as clean or green as they were lead to believe. Before the Fukushima disaster the youth market were largely immune from anti-nuclear agitprop and were surprisingly unaware of the dangers associated with nuclear energy. Greenpeace wanted an awareness campaign to disrupt the then government's flirtation with a pro-nuclear energy policy.
THE ANSWER: We created dFORMD. An uber edgy fashion label for nuclear victims. An unconventional and ingenious way to reach this new style-conscience, brand-savvy, shopping-social youth audience.
The Clothes
Actual clothes were designed and made, like a hoodie with extra large hood for hdrocephalus sufferers and baggy jeans to cover elephantoid limbs. The clothes were displayed instore alongside actual images from the Chernobyl catastrophe.
Swing Tags
Swing tags on the clothes explained the nature of each of the horrific conditions and the potential genetic deformations that could future generations.
Online
DFORMD clothes availabale online with proceeds going directly to the cause.
Gala DFORMD Store Openings
Flagship stores in the Sydney and Melbourne CBDs were the centrepiece of the campaign. Gala celebrity openings to attract maximum PR and put the anti-nuclear message in sections of the media where it would not usually appear: the society pages, fashion sections and glossy magazines.
