Work of the Week: 09/09/22
Of the ways each of us can have a positive impact on the climate emergency, one of the most tangible and wide-reaching touches our skin every day: our clothes.
Every 25 minutes, an Olympic swimming pool's worth of crude oil is used to produce synthetic clothing, which has replaced more natural materials from earlier decades. This amounts to almost 350 million barrels of oil every year. Meanwhile, places like the Atacama Desert in Sweden have become symbols of the acceleration of fast fashion, acting as grim textile graveyards for unwanted items.
Two campaigns this week - one from The Woolmark Company and another for Swedish home appliance brand Electrolux - deal with this issue.
Elsewhere in our picks of the past seven days, we've got Droga5 Dublin's first campaign since its rebrand, Rick & Morty flogging PS5s, and a gorgeous docuseries from DDB China.
The Woolmark Company - Wear Wool, Not Fossil Fuel
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This grimly enchanting film is part of a campaign aiming to educate consumers about the impact of synthetic fibres - which many clothes are made of today - on the environment. It was written and produced in creative collaboration between Park Village, 20something and Studio Birthplace (consisting of directors Sil Van Der Woerd and Jorik Dozy).
KFC - Anything for the Taste
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A shameless - but admittedly inspiring - trickster has been darkening the doorways of KFCs across South Africa. Social media became rife with reports that someone was visiting KFC joints throughout the country, posing as a 'quality assurance inspector' in a bid to chow down on free portions of chicken laden with 11 herbs and spices. This is all brought to life in this joyous piece of film from Ogilvy South Africa and director Greg Gray. We see some feature length potential here...
Electrolux - Atacama
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In a similar vein to Woolmark, Electrolux here is trying to get consumers to care for their clothes a little better - and in turn, make them last longer. To go with the campaign's neat central film is a unique collection of clothing designed by Swedish fashion duo Rave Review and agency Forsman & Bodenfors. The collection is made from discarded clothing from the world’s second largest garment graveyard – The Atacama Desert.
Denny - Grand, Dad
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Droga5 Dublin's first campaign since its rebrand features a sweet play on words for food brand Denny. Directed by Banjoman's Duncan Christie, the story portrays a grandad figuring out his role in the life of a new grandchild.
Jing Pai - As Precious as Gold
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Jing Pai, a Chinese manufacturer of herbal spirits, and DDB China Group have launched a series of luscious short films on WeChat. In a bid to gain traction in China's health wine market, the series documents the journey behind every bottle of Jing Brand Healthcare No.1 - mapping out the time-consuming foraging and manufacturing process.
Gucci - The Exquisite Gucci Campaign
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A new collaboration between Gucci and Adidas is promoted with this Stanley Kubrick-inspired montage from fashion photographer duo Mert Alas and Marcus Piggott. It features scenes from 2001: A Space Odyssey, A Clockwork Orange, Barry Lyndon, The Shining and Eyes Wide Shut. We're not entirely sure why but we also don't really mind.
PS5 x Rick & Morty - God of War Ragnarök
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As season six of Rick and Morty begins, the creators of the Adult Swim show have collaborated with PlayStation to help with the console's own upcoming big launch, God of War Ragnarök. It's typical Rick & Morty - the endless possibilities of the show's portals really do lend themselves to advertising.
