Big Idea: Create a system that emphasizes the importance of sustainable fashion.
Working to create a circular economy between “trash” and fashion.
Print: The print advertising campaign would be in the shape of a box template (made using repurposed cardboard) which encourages people to remove the print ad from the wall/magazine/newsstand and fold it into a box to ship used items to Osklen in return for store credit. The print would be available in three sizes (see next image for example of the first size)
The first and largest size would be displayed on the walls inside malls, next to bus stops, near restaurants, and it would instruct you to ship back used clothes.
The second print, and second-largest in size, would be displayed in news stands, on tables, on seats, and will instruct you to ship back metal cans or glass bottles.
Finally, the third print and smallest in size would be displayed inside magazines, newspapers, travel journals, and will instruct you to ship back bottle caps or pop tabs.
Once the viewer has taken the print out from the wall or table or magazine they will flip it and find instructions as to how to ship the box back to Osklen and how to redeem your store credit.
Digital: Once the viewer has shipped their box and they are able to go into the site create an account and redeem the credits gained with the box sent in.
All the clothes available for purchase in the "reuse" section of the website were made from repurposed clothing, metal cans, and bottle caps sent in by people. This “reuse” Collection can only be bought with redeemed credit and not with money.
People who send in the boxes have the option to either send in several boxes and save up to be able to buy jackets and T-shirts and swimsuits or they can send in one box and be able to buy a lighter or reusable water bottle. The option of smaller items was created so that people can send in a box only once and still participate in the experience created around this ad.
Experiential: For the experiential portion of this ad, vending machines will be scattered around the city, those vending machines will be displaying the “reuse” clothing collection. It works just the same as any other vending machine, however, when you select item B2 to view the price it will give you a breakdown of where each part of the clothing item came from and reveals that the only way to buy that item is to come back with an X amount of metal cans, used clothes or glass bottles.
Shown: Breakdown of where each part of the clothing item came from and its price.