ADC Awards
The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.
Category
Design for Good / Fashion Design
Annual ID
ADC101_DFG046M
About the Work
Background
The fashion industry produces 4% of all greenhouse gasses globally – equivalent to the annual emissions of France, Germany and the UK combined (Source: McKinsey).
The innovations needed to make the fashion industry more sustainable exist, problem is they’re not getting the funding and backing they need to scale up and become viable options for big brands.
Insight
If we can help these businesses scale up and become viable options for large scale fashion brands, we can help the industry change.
Solution
We identified 10 break-through innovations, and gave them something they were missing themselves, a platform, and visual representation of what their innovations could look like.
This became the Billion Dollar Collection. A virtual clothing collection where each innovation is turned into a virtual garment. The collection was completely modelled in 3D and modelled by one of the first virtual fashion models the industry had seen.
Results
The campaign generated universally favorable coverage (81% strongly so) for both the concept and H&M Foundation in 23 countries with an earned reach of 94M, including both dailies and key fashion titles.
Coverage was most prominent in the markets we needed to hit to promote fashion reform (UK and US).
Then the feedback began coming in from our start-ups: Investors were reaching out, mentioning the lookbook. As a direct result, one start-up was able to close its €4.6 million funding round, and immediately begin scaling up its technology. Others are currently in negotiations and have been using our assets directly in meetings with suppliers, investors and brands.
The collection was only intended as a one-off project, but H&M Foundation will now continue the project making it an ongoing living project.
The fashion industry produces 4% of all greenhouse gasses globally – equivalent to the annual emissions of France, Germany and the UK combined (Source: McKinsey).
The innovations needed to make the fashion industry more sustainable exist, problem is they’re not getting the funding and backing they need to scale up and become viable options for big brands.
Insight
If we can help these businesses scale up and become viable options for large scale fashion brands, we can help the industry change.
Solution
We identified 10 break-through innovations, and gave them something they were missing themselves, a platform, and visual representation of what their innovations could look like.
This became the Billion Dollar Collection. A virtual clothing collection where each innovation is turned into a virtual garment. The collection was completely modelled in 3D and modelled by one of the first virtual fashion models the industry had seen.
Results
The campaign generated universally favorable coverage (81% strongly so) for both the concept and H&M Foundation in 23 countries with an earned reach of 94M, including both dailies and key fashion titles.
Coverage was most prominent in the markets we needed to hit to promote fashion reform (UK and US).
Then the feedback began coming in from our start-ups: Investors were reaching out, mentioning the lookbook. As a direct result, one start-up was able to close its €4.6 million funding round, and immediately begin scaling up its technology. Others are currently in negotiations and have been using our assets directly in meetings with suppliers, investors and brands.
The collection was only intended as a one-off project, but H&M Foundation will now continue the project making it an ongoing living project.
2022 Awards
Total Points: 3
Merit Honor
Credits
Agency
Prime Weber Shandwick / Stockholm
Client / Brand
H&M Foundation
Copywriter
Emma Björnwall
Creative Director
Petter Lublin
Designer
Kalle Mattson
Executive Creative Director
Carl Jannerfeldt
Digital Strategist
Fredrick Lewandowski
Hugo Broms
Planner
Sebastian Stüben
Project Manager
Andrea Stuart
Client Lead
Ylva Lindberg
Collection Designer
Pauline Chardin
Communications Manager
Malin Björne
Communications Specialist
Elin Hallerby
Karolina Fabo
Pär Höglund
Global Manager
Diana Amini
Innovation Lead
Erik Bang
PR Strategist
Christian Åkerhielm
Strategy Lead
Axel Tesch
Sara Ericsson
Sustainability Lead/Client Lead
Sofie Wikander
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