Lead agency: Unity
Client: Marks & Spencer
Who came up with the idea?: Unity
Who signed it off client-side?: Dominic Fry, Director of Communications
Who delivered it?: Unity
Fraser MacAndrew, Centre for Sustainable Fashion
Unity was asked to land the “Shwopping” concept in the hearts and minds of the UK public by highlighting the problem of clothing waste. The aim was to show that M&S has a solution and to inspire people to take part, normalising a “buy-one-give-one” culture.
The approach was to give the problem scale and context and capture imaginations around what can be done with old clothes.
Using just 5 minutes worth of waste items (9,513 items of clothing), the team clothed a London street to create a powerful visual for launch day and to effectively show future uses for old clothes.
By 4.00 pm on launch day the stunt had generated 4 million social impressions and had three Twitter trending topics: Joanna Lumley, Marks & Spencer and Shwopping. There were also 50 blog pieces on launch day alone.
The public “Shwopped” in their thousands, with a tally at the end of week one of 36,000 donated items, growing to 100,000 by the end of week three.
If you would like to get work in to IotY2012, you'll simply need to download this form, fill it in and spin it back to me with an image (or more than one if you fancy). The deadline was 8 February 2013, but there's still a bit of time if you want to get something in pronto.