The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Long Form Video / Series / Episodic
Annual ID
OS22_BE055M
About the Work
Our love of fashion is contributing to an environmental crisis – with the sector responsible for a staggering 4% of the world’s total carbon emissions. Globally, there are enough clothes already in existence to dress the next six generations, and in the UK, we send 350,000 tonnes of clothing to landfill annually. Clearly, this is unsustainable, which is why Vanish is on a mission to promote responsible clothing consumption by helping clothes live longer.
In partnership with the British Fashion Council, we created a film Generation Rewear to educate audiences on the environmental impact of their fashion habits. Launched on Amazon during London Fashion Week, the film champions the designers, entrepreneurs and everyday people at the forefront of sustainable fashion – united by the goal of reducing our impact on the environment to rethink the design, manufacture and care of clothes.
The approach cuts through the clutter of brand TV ads in the category, by telling the story on a legitimate and authentic entertainment platform.
The success of the film was immediately evident. Generation Rewear was the most viewed piece of content during London Fashion Week – recording more visits than even the runway shows. Feeding off this excitement, and with help from influencers recruited through the BFC partnership, the film reached an audience of over 10 million across Instagram and YouTube, with over 80K views. This success was replicated across Amazon properties, where Generation Rewear has since reached a further 8 million people and received another 63K views.These statistics would mean nothing were it not for a corresponding shift in attitudes toward Vanish. Amongst viewers of the documentary, associations between Vanish and sustainable garment care increased 7.7x. This impact was linked to a measured uplift of 230% in purchase intent, demonstrating how Generation Rewear was able to help us deliver against both long- and short-term objectives.
In partnership with the British Fashion Council, we created a film Generation Rewear to educate audiences on the environmental impact of their fashion habits. Launched on Amazon during London Fashion Week, the film champions the designers, entrepreneurs and everyday people at the forefront of sustainable fashion – united by the goal of reducing our impact on the environment to rethink the design, manufacture and care of clothes.
The approach cuts through the clutter of brand TV ads in the category, by telling the story on a legitimate and authentic entertainment platform.
The success of the film was immediately evident. Generation Rewear was the most viewed piece of content during London Fashion Week – recording more visits than even the runway shows. Feeding off this excitement, and with help from influencers recruited through the BFC partnership, the film reached an audience of over 10 million across Instagram and YouTube, with over 80K views. This success was replicated across Amazon properties, where Generation Rewear has since reached a further 8 million people and received another 63K views.These statistics would mean nothing were it not for a corresponding shift in attitudes toward Vanish. Amongst viewers of the documentary, associations between Vanish and sustainable garment care increased 7.7x. This impact was linked to a measured uplift of 230% in purchase intent, demonstrating how Generation Rewear was able to help us deliver against both long- and short-term objectives.
2022 Awards
Total Points: 3
Merit
Credits
Agency
Havas / London
Production Company
Hungry Man / London
Music / Sound Production Company
UNIT / London
Post Production Company
The Editors / London
Chief Creative Officer
Vicki Maguire
Chief Marketing Officer
Cigdem Kurtulus
Creative Director
Nick Rowland
Designer
Sarah Butler
Director
Richard Bullock
Executive Creative Director
Elliot Harris
Executive Producer
Alison Cooper
Producer
Debbie Ragasa
Strategist
Oliver Stogdale
Account Director
Andrew Symonds
James Johnstone
Business Director
Carolyn Young
Category Manager
Ruxandra Ionescu
Digital Agency Producer
Flavia Casà
Group Strategy Director
Becky Taylor Wilkinson
Senior Brand Manager
Alexia Theocharis
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