When things are made better, we can buy better. And when we buy better, we can wear longer and waste less. Whether the consumer or a business, we can all play a part in reducing how much is wasted and thrown away. A call-to-action to reuse, repurpose and reduce our consumer footprint.
Client: Levi's Role: Creative Director
Agency: AKQA Year: 2021
Global clothing consumption has doubled over the last 15 years.
The apparel industry is facing an over-consumption crisis. A crisis fuelled by fast fashion and the burdens it passes on, not only to the environment, but to wearers who find themselves trapped in a cycle of buying, wearing once, and discarding into landfills.
T he tides of change are turning.
We launched a campaign with change makers from every corner of the world, who are taking action on a wide range of environmental issues. The initiative not only serves as a vehicle for Levi’s message, but also as an amplifier for the change maker's own voice. The message became a movement, a new consumer behaviour.
The voice of a new generation from a stage created by one with centuries of history.
Short films supported by social, OOH and in-store, introduced the concept. But further individual spots, featuring one of the six influencers that are shaping the future of activism and sustainability, brought the message to the forefront.
by Elizabeth Segran
Fast Company