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The brief of the project was to empower meaningful behavioural change towards a sustainable lifestyle among the 16-25 yer olds with the help of Connect4Climate.
The area i focused on how fast fashion is a growing concern and to merely be a part of a social lifestyle, our consumption patterns have caused an unprecedented situation.16-25-year-olds today want to look new every day, wearing the latest trends, uploading a photograph on Instagram tagged with #OOTD (outfit of the day). All of this has not only led to increased consumption of fast fashion but also a huge wastage, degrading the environment.Instagram filters and stickers are a part of our everyday living now. #ReOOTD is a campaign to encourage Gen Z to reduce their consumption patterns by involving them in an activation campaign whereby they use the rewear challenge filter, challenging them to rewear an item of clothing everyday in the month of December. The challenge however is started by fashion bloggers increasing the awareness of the campaign. The campaign also includes animated stickers that people can use to make their stories interesting.
This project won the D&AD New Blood Awards 2020, The Wood Pencil and Connect4Climate loved the campaign that I got involved with the United Nations Summits Campaign which is aimed at creating awareness and promote sustainability among the Gen Z. It has also been published on Ads of the World and WeloveAd