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.
Top Spot of the Week: Samsung, BBH Singapore, Director Rhys Thomas Get Fit For A Surf Holiday
Samsung’s new global campaign from BBH Singapore, featuring Samsung Health and Galaxy AI, tells the story of a young professional couple who compete to get fit for a surf holiday.
Titled “A Samsung Health Story: Racing to Fiji,” this film taps into Gen Z’s wellness dilemma and the fact that they can often find health information overwhelming; in particular, BBH Singapore took inspiration from young people who reference their “quarter life crisis” on social media. This film tells the story of Stacey and Steve who decide to go surfing in Fiji, something they did five years ago but haven’t done since they started their jobs. However, there’s one problem: they need to get fitter first.
Featuring a range of Galaxy products powered by Galaxy AI, they rebuild their fitness to prepare for the trip, competing playfully to spur each other on. We see them comparing their Energy Scores (a new feature on the Samsung Health app), recording their runs and swims on their Samsung Galaxy Watches, trying and failing to get fit at work and on their commutes and striving to improve in the run up to the trip. When they get there, however, there’s a fun twist, and the film ends on a cliffhanger.
The ad is expected to be the first in a series, which will develop the characters and their “world” in future episodes. This longform (two-and-a-half-minute) version of the spot delves deeper into the storytelling, in a fresh approach for Samsung’s product campaigns, while the shorter edits focus on driving exposure to specific features.
BBH Singapore also leaned into the entertainment aspect of the spot; it was directed by comedic specialist Rhys Thomas at Stink Films, who has a major TV background. Best known for his work on Saturday Night... Read More