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2020 One Show - Social Media

The Last Statement T-shirt

Agency VIRTUE / Copenhagen

Client Carlings
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Annual ID

OS_SM20_108M

About the Work

How can fashion make a statement without waste? We made a single physical T-shirt display 100’s of digital designs. By hacking Spark AR to work with garments, we let people experience digital clothing directly in the Instagram App. SAY MORE – POLLUTE LESS Ever since the beginning of youth culture, fashion has been a way to make a statement. But fashion is also one of the world’s most polluting industries. So how can today’s youth be heard — without causing harm? 1 PHYSICAL T-SHIRT – 100’S OF DIGITAL DESIGNS The first AR T-Shirt directly integrated into Instagram that can digitally change its design with a single swipe. So every day, you can display a new statement and design to amplify your message. Without ever having to buy another t-shirt. HOW IT WORKS A graphical logo on the T-Shirt works as a tracking point, so your phone can digitally superimpose new designs using Instagram’s Spark AR. Customers can choose between animated statement designs, updated to reflect daily news and current topics. SPARKING A GLOBAL CONVERSATION With 150 articles and 6 million readers, the project became the catalyst for a global conversation about the role of physical garments in a digital reality.