The One Show
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Category
Online-only Films & Video / Over 60 Seconds - Single
Annual ID
OS23_FI093M
About the Work
Sustainability is a fashionable word in the clothing industry. But when fashion brands talk about sustainability, the focus tends to fall on the production of clothes, while few want to talk about the bigger problem: the unsustainable consumption of them. Recent studies show that clothes are discarded after 10 uses on average and that only 1% are recycled into new ones. Instead, most of them end up in garment graveyards like in the Atacama Desert, where 39,000 tons of fashion leftover end up annually.
Electrolux wants to raise awareness of how our overconsumption of clothes affects the environment negatively and encourage consumers to care for the clothes they already have. The film dramatized the huge amounts of textiles that goes to waste every year with clothes poetically falling from the sky, before we land in what could be pure fiction but unfortunately is a brutal reality in the Atacama desert. The visual of the garment graveyard is a terrifying eye-opener and thus the perfect symbol of a broken chain. The film ends with the message that the most sustainable clothes are the ones we already have. To further emphasize the feeling of change, a new interpretation of Nina Simone's "Everything must change" accompanied the film – a clear and strong message about breaking free from old patterns.
The film quickly spread online and has a total of over 44 million views across all platforms. At the time of writing, the campaign has generated over 450 articles in 34 and has a potential organic reach of 804 million. But most importantly, it reminded people that the answer to sustainability is not in the next purchase, but the last.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Forsman & Bodenfors / Göteborg
Production Company
Newland / Stockholm
Post Production Company
Forsman & Bodenfors / Göteborg
Media Distribution Company
Yahoo Amplify 360 / Copenhagen
Art Director
Joakim Blondell
Johan Eghammer
Staffan Lamm
Copywriter
Nicholas Düfke
Writer
Elisabeth Christensen
Designer
Milly Björkman
Director
Natanael Ericsson
Director of Photography
Niklas Johansson
Executive Producer
Petra Johansson
Producer
Joi Persson
Agency Producer
Åsa Hammar
Planner
Anita Rafiei
Jade Deconzac Mbay
account director
Patrick O´Neil
Account executive
Jessica Sjölin
Linus Larsson
Digital strategist
Peter Gaudiano
Grade
Oskar Larsson
PR Strategist
Julia Samuelsson
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