BRAND & COMMUNICATION
December 2021 - May 2022
According to studies, each item of clothing is worn, on average, only seven times. This sobering stat is reflected in CO2 emissions: The fashion industry accounts for 10% of global emissions. That makes the most sustainable fashion not new: Second-hand, repair, and upcycling are the topics of the hour. But how can these alternatives for extending clothing’s life cycle compete with the simple one-click shopping of buying new fast fashion? With the A-GAIN GUIDE, Berliners can find a variety of offers and ideas in their neighborhood for breathing new life into their old, worn-out, or unworn clothes.
We created an out-of-home advertising campaign that shows upgraded clothing is just as good as new clothing! We recreated the look of classic fashion campaigns and got real Berliners in front of the camera in used, repaired, and refurbished clothes. "Wear again. Love longer." became the campaign's umbrella, highlighting the guide's diverse and local solutions. Events for the press and influencers and a street-style shoot in front of Bikini Berlin rounded out the launch’s communications measures.
Textile rescuers – businesses involved in upcycling clothing – also received a starter kit with window stickers and posters and were featured on Instagram, including in selected Instagram Lives. This project, which was funded by the Berlin Senate Department for the Environment, Transport, and Climate Protection, was a win-win for all stakeholders.
Thanks to strategic partnerships with WallDecaux and Yorck Cinemas, our campaign was visible across the city, reaching more than 1.5 million people and especially A-GAIN GUIDE's young, mobile target audience. In a three-month period, we doubled their social media community and strengthened the network of textile savers.