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2020 ADC Awards - Interactive

ABOUT YOUr Choice

Agency Kolle Rebbe GmbH / Hamburg

Client About You GmbH
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ADC_INT20_063M

About the Work

For the 2019 European elections, ABOUT YOU, one of Europe’s largest online fashion shops, wanted to do something against the negative trend of voter turnout, stand up for European values and motivate young people to vote. How? With a reminder of how important it is to have a choice. On 14 May, all 250,000 products were removed from the shop through an online take-over. All but one: The Choice Shirt - highly limited, designed by Henrik Vibskov, one of the most important designers in Europe - alongside message: "This is what it feels like to have no choice. The biggest influencers from several European countries wore the shirt in their election reminders. It sold out within a few hours. The campaign reached close to 130,000,000 contacts in two weeks. Through the shop alone, more than one million young people were mobilized to go vote. Voter turnout throughout Europe was the highest in 20 years. In Germany, ABOUT YOU's core market, it rose from 48.1% to 61.5%. This success was shared with the shirt owners. Because after the election, The Choice Shirt became a voucher in the amount of the voter turnout. And a strong fashion statement for a united Europe.