Swedish home appliance brand Electrolux wants to inspire consumers to break the pattern and take better care of their clothes in this new global campaign by Forsman & Bodenfors. To demonstrate that used clothes still have value, Electrolux collaborated with Swedish fashion designer duo, Rave Review, to create a unique collection made from discarded clothing from the world’s second largest garment graveyard–The Atacama Desert in Chile which has lately turned into a symbol of the acceleration of fast fashion and the rise of textile waste.
The Electrolux campaign is looking to inspire consumers to find new ways to keep their clothes for longer.
“The most sustainable clothes are the ones we already have. With this campaign, we want to ignite curiosity and enable our consumers to change the way we care for our clothes today. There are many, simple things we can do right now with existing technologies that will help us reach our goal to make our clothes last twice as long, with half the environmental impact by 2030,” said Thorsten Brandt, global head of brand and marketing at Electrolux.
That is why Electrolux, and designer duo Rave Review, known for their colorful, up-cycled, and high-end collections, made such a good match. Together they had a mission: Giving new life to discarded clothes retrieved from the Atacama garment graveyard. The result is the world’s first Atacama up-cycled fashion collection.
“We have always believed that in the future, fashion cannot exist as of today. I think we all must change in one way or another. When it comes to fashion, taking care of what we already have is probably the most tangible and easy way to do it,” said Livia Schück, co-founder and creative director at Rave Review.
“When talking about clothes and sustainability, the focus easily falls on the actual production of a garment. But few talk about the significance of making the clothes we already own last as long as possible. This is where Electrolux can play an important role, and that is what we want to highlight with this campaign,” said Nicholas Düfke, creative at Forsman & Bodenfors.
The campaign “Break the pattern” will launch globally in Europe, Asia, North America, and South America. The campaign includes this hero film directed by Natanael Ericsson of Scandinavian production house new-land.
CreditsClient Electrolux Agency Forsman & Bodenfors Milly Bjorkman, designer; Nicholas Düfke, copywriter; Joakim Blondell, Johan Eghammer, art directors; Asa Hammar, producer; Peter Guadiano, digital strategist; Anita Rafiel, strategist; Jade Deconzac Mbay, researcher; Elisabeth Christensen, writer. Production Company new-land Natanael Ericsson, director; Niklas Johansson, DP; Petra Johansson, exec producer; Joi Persson, producer. Postproduction Tint Oskar Larsson, colorist; Evelina Astrom, online. Postproduction F&B Studio Social Media F&B Daily Hanna Karlsson, Ine Bryhn, creatives; Maria Sylwan, designer. Fashion Design Rave Review Sound Ponytail Calle Buddee Roos, sound.
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More