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Address The Future

basics
Industry: Apparel, Clothing & Footwear
Media:Design & Branding
Style: Minimalism
descriptioncnen
Describe the creative idea

FROM A DECADE TOO LATE — TO A DECADE AHEAD.
Our creative springboard became the vision of taking the webshop from being 10 years behind, to be 10 years ahead of its time. We crossed that idea with a fashion industry that is under severe criticism for its pollution, and where clothing waste has never been more extensive.

This became the cornerstone of the world's first digital clothing collection with zero% negative environmental impact.

The collection consists of virtual clothes that today’s 18-25-year-olds can wear on social media in order to showcase their fashion creativity without harming our planet.

Describe the execution

PROCESS AND STYLE ELEMENTS:
Via mobile photo meta-data, a virtual tailor adjusts the clothes in the 3D program Marvelous Designer, where digital clothing design is created in the same way as real clothes. And because it is digital, there is an infinite number of pieces available once a piece has been created. This means an infinite clothing collection, whose production has had zero% negative impact on the environment.
The electricity was produced with green energy, and all income went directly to WaterAid.com.

TIMELINE:
The virtual collection was available from mid-November to mid-December

SCALE:
Because it is digital, there is an infinite number of pieces available once a piece has been created.
credit
Brand:
Agency:
awards
Cannes Lions International Festival of Creativity 2019
Grand Prix Digital Craft
Personalised Storytelling & Experience
Cannes Lions International Festival of Creativity 2019
Gold Mobile
Social Trends
Cannes Lions International Festival of Creativity 2019
Bronze Mobile
Co-creation & User Generated Content
Cannes Lions International Festival of Creativity 2019
Shortlist Brand Experience & Activation
New Realities & Voice-activation
Cannes Lions International Festival of Creativity 2019
Shortlist Creative eCommerce
Social Behaviour & Cultural Insight
Cannes Lions International Festival of Creativity 2019
Shortlist Digital Craft
Innovative Use of Technology
Cannes Lions International Festival of Creativity 2019
Shortlist Digital Craft
AR / VR Utility
Cannes Lions International Festival of Creativity 2019
Shortlist Mobile
Data / Insight
Cannes Lions International Festival of Creativity 2019
Shortlist Mobile
Social Business & Commerce
Cannes Lions International Festival of Creativity 2019
Shortlist Social & Influencer
Consumer Durables
Cannes Lions International Festival of Creativity 2019
Shortlist Social & Influencer
Social Business & Commerce
Cannes Lions International Festival of Creativity 2019
Shortlist Social & Influencer
Social Behaviour & Cultural Insight
D&AD 2019
Shortlist PR
Use of Digital & Social Media
The One Show 2019
Gold Pencil Branded Entertainment
Use of Technology / Augmented, Virtual and Mixed Reality (AR, VR, MR)
The One Show 2019
Gold Pencil Interactive & Online
Innovation in Interactive
The One Show 2019
Gold Pencil Interactive & Online
Digital Experiential & Immersive / Augmented, Virtual and Mixed Reality (AR, VR, MR)
The One Show 2019
Silver Pencil Mobile
Use of Technology / Augmented, Virtual and Mixed Reality (AR, VR, MR)
The One Show 2019
Bronze Pencil Branded Entertainment
Use of Technology
The One Show 2019
Bronze Pencil Digital Craft
Craft - Innovation in Digital Craft / Innovation in Digital Craft
The One Show 2019
Merit Mobile
Innovation in Mobile
The One Show 2019
Merit Social Media
Innovation in Social Media
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