Everyone loves a shopping bargain, especially when you come across a vending machine that offers T-shirts for just 2 euro. What is the real price you’re paying though?
A non-profit named Fashion Revolution has created a thought provoking social experiment in Berlin, hoping to raise awareness about the actual cost of buying clothing at a really cheap price. They placed a vending machine that was selling T-shirts for just 2 euros (roughly $2.27), which grabbed the attention of many passers-by. When they inserted the coin, a video appeared on the screen, showing young children in textile factories, working for 16 hours, earning just 13 cents an hour.
Suddenly, shoppers were not so happy about the bargain anymore and right after the video they were given the options to ‘buy or donate’. It was impressive that 9 out of 10 people decided to donate the 2 euros they placed on the vending machine in support of ‘Fashion Revolution’ and their social campaign.
It was April 24th when the video was released, which was the Fashion Revolution Day, the day that commemorates the collapse of the Rana Plaza in Bangladesh in 2013, which ended up in killing more than 1,000 workers that were making clothing for American brands. It is common for such factories to have underage and underpaid workers and that’s what led Fashion Revolution to make a campaign, in order to raise awareness about the working conditions a cheap clothing may bring.
In fact, the last words of the video were: ‘People care when they know, help us to remind the world. Share this to start the fashion revolution.’
This was a powerful message that Fashion Revolution managed to spread, in collaboration with BBDO Berlin, moving the majority of the people that came across the vending machine and the video message, while it was also spread through the Internet all over the world, counting 4 million views on Youtube in just five days, almost 40,000 Facebook shares and over 100 press mentions, including big media sites.
This is a proof that a successful campaign needs to grab the audience’s attention, possibly by providing a reward at first, before sending the intended message. And when you manage to deliver your message in a powerful and moving way, the results are impressive and the proof is the number of donations the campaign achieved!
Advertising Agency: BBDO, Berlin, Germany
Chief Creative Officer: Wolfgang Schneider
Creative Managing Directors: Jan Harbeck, David Mously
Executive Creative Directors: Jan Harbeck, Michael Schachtner
Art Directors: Michail Paderin, Jessica Witt
Senior Account Manager: Mike Kannowski
Agency Producer: Silke Rochow
Chief Production Officer: Steffen Gentis
Art Buying: Cathrin Barbe
Photographer: Christian H. Hasselbusch
Producer: Stefan Bader
Director: Robert Bader
Cinematographers: Alessandro Rovere, Kevin Krefta
Animator: Nicolas Moles
Digital Development: Maciej Zasada, Kamil Chruscinski, Tomasz Sapinski, Christian Hergarten, Beode Rebitsch, Merlin Ortner, Christoph Klose