The Dirty Truth
Copywriter: Meghan Gulley
Client: Do The Green Thing.
Problem: The garment industry is one of the largest polluters of planet Earth.
Insight: People don’t realize that the clothes they are wearing are a form of plastic that will go on to pollute the Earth.
Big Idea: Show people that they are wearing plastic.
OUTDOOR
When the consumer walks in front of our interactive billboard placed in busy spots of the city, the board detects if they are wearing Polyester and changes their clothes into plastic.
Clothing alternatives are shown when the person realises that their clothes are made from plastic. Sustainable alternatives are shown moving onto the person once they are told that they are wearing plastic.
DIGITAL
When the barcode on the billboard is scanned it leads the users to the Green closet app. On this app, the users can take a picture of an item they like and they will be shown a sustainable alternative to that item which can be enough in-app. Each sustainable purchase gives the user green points that can be donated to people who are affected by the labor laws in developing nations or can be used on their next purchase.
SOCIAL
To promote the app, social media influencers will be invited to the billboard. They will see their outfits turn to plastic and would post about it on their social media promoting the app.
Social media influencers are invited to the billboard and will see their clothes change to plastic which is then posted on their social media.