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
Non-traditional & Guerrilla Marketing
Annual ID
OS22_DM089M
About the Work
It’s estimated that 1 in 5 cotton items in the world are produced using Uyghur forced labor in prison camps in Xinjiang, China. To raise awareness of the fashion industry’s ties to the problem, the Human Rights Foundation hijacked one of the year’s biggest clothing drops and turned a captive audience into supporters for our cause.
When posters for Yeezy X Gap’s new apparel launch appeared around NYC showing nothing more than a blue puffer jacket and a QR code, people rushed to open the link and buy the item. It sold out in hours, and an audience of hopeful shoppers and fashion fans eagerly awaited the next drop. Knowing people were now actively looking out for more posters, we acted fast to turn the hype into eyes on the problem.
Within days, we put up new posters mimicking the style – where we replaced the isolated, blue jacket with an isolated, blue prison jumpsuit (the exact same kind worn by Uyghurs in captivity). Believing it was the next drop, Yeezy fans scrambled to scan our QR code. This time, instead of reaching the Gap’s online store, shoppers were taken to a landing page that educated them on the problem as well as offered them ways to act – like leading them to shop with brands that had eradicated Uyghur forced labor from their supply chain and signing a petition to be sent to world governments.
The campaign saw a dramatic increase in awareness. Most notably, a 631% spike in visits to the campaign website over 72 hours, over 91K social media impressions, and upwards of 7.15 million earned media impressions. And, we even fooled Reddit users into speculating on the new item (and inadvertently sharing our message along the way).
When posters for Yeezy X Gap’s new apparel launch appeared around NYC showing nothing more than a blue puffer jacket and a QR code, people rushed to open the link and buy the item. It sold out in hours, and an audience of hopeful shoppers and fashion fans eagerly awaited the next drop. Knowing people were now actively looking out for more posters, we acted fast to turn the hype into eyes on the problem.
Within days, we put up new posters mimicking the style – where we replaced the isolated, blue jacket with an isolated, blue prison jumpsuit (the exact same kind worn by Uyghurs in captivity). Believing it was the next drop, Yeezy fans scrambled to scan our QR code. This time, instead of reaching the Gap’s online store, shoppers were taken to a landing page that educated them on the problem as well as offered them ways to act – like leading them to shop with brands that had eradicated Uyghur forced labor from their supply chain and signing a petition to be sent to world governments.
The campaign saw a dramatic increase in awareness. Most notably, a 631% spike in visits to the campaign website over 72 hours, over 91K social media impressions, and upwards of 7.15 million earned media impressions. And, we even fooled Reddit users into speculating on the new item (and inadvertently sharing our message along the way).
2022 Awards
Total Points: 3
Merit
Credits
Agency
TAXI
Art Director
Dom Desmond
Tasha Thomas
Chief Creative Officer
Kelsey Horne
Alexis Bronstorph
Creative Director
Mariana Bernandez
Executive Creative Director
James Sadler
Account Director
Ruan van Gend
Developer
Connor Brezinsky
Project Manager
Jeph Maystruck
Strategy Director
Lizzie Dabous
Creative Director / Writer
Michael Houldsworth
Director of Product Operations
Tim Pelz
Group Account Director
Emily Kozniuk
President
Céline Assaf Boustani
Senior Strategy & Research Associate
Jenny Wang
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