Greenpeace DM THE FASHION DUEL by Grey Milan

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THE FASHION DUEL

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Direct marketing
Market Italy
Agency Grey Milan
Associate Creative Director Francesco Fallisi Simona Angioni
Art Director Andrea Pioppi
Copywriter Serena Pulga
Account Supervisor Elisa Rizzuto, Chiara Soloni
Released December 2012

Credits & Description

Advertiser: GREENPEACE ONLUS
Agency: GREY WORLDWIDE ITALIA
Category: Best Integrated Campaign Led by Direct Marketing
Advertising campaign: THE FASHION DUEL
Senior Copywriter: Francesca Andriani (Grey Milano)
Associate Creative Director: Francesco Fallisi (Grey Milano)
Art Director: Andrea Pioppi (Grey Milano)
Testimonial Video Makeup Artist: Dalia Colli
Web Designer/Interactive Creative Director - Web Developement: Purple Network (Grey Milano)
Production Company Testimonial Video Executive Producer: Stefano Quaglia (The Family)
Testimonial Video Line Producer: Alessandra Bracaglia
Senior Art Director: Alice Pozzi (Grey Milano)
Testimonial Video Director: Anna Negri
Account Supervisor: Chiara Soloni (Grey Milano)
Account Supervisor: Elisa Rizzuto (Grey Milano)
Head Of Print Production: Emiliano Bianchi (Grey Milano)
Fashion Brands Video Music: Matteo Buzzanca
Associate Creative Director: Simona Angioni (Grey Milano)
Testimonial Video Director Of Photography: Alessandro Pavoni
Video Sign-Up CGI: Franco Tassi (Tax Free)
Web Designer/Interactive Creative Director - Web Developement: Giuseppe Bizzarro (Grey Milano)
TV Producer: Monica Cadringher (Grey Milano)
Copywriter: Serena Pulga (Grey Milano)

Client Brief Or Objective
GREENPEACE wanted fashion brands to guarantee that their supply chains were clean, that is not tainted with deforestation and water pollution.The objectives of the campaign were two: 1. To expose the dirty side of the fashion industry to public opinion2. To change some fashion houses attitude towards the Planet by 2020.

Outcome
The dirty side of fashion became a hot topic: web, press, fashion blogs and news channels talked about it. According to La Nouvelle Edition, the most-watched French TV programme, it was the campaign of the week. THE REAL SUCCESS:-9 fashion brands out of 15 answered the direct mailing and the web survey-Valentino made a public commitment to improve its attitude towards the Planet by 2020.- The shame of fashion brands that haven’t already changed their attitude is public.

Execution
Our strenght point was the gauntlet. We found a unique symbol to link the entire integrated campaign led by direct. The gauntlet could be received as a challenge by fashion houses, could be thrown down by consumers, could be wore by fashion bloggers, journalists and testimonials to amplify our message.

Implementation
To use a household glove as a gauntlet to challenge fashion industry directly to come clean about its act. This gauntlet generated an integrated operation: The Fashion Duel.1_Direct MailingWe sent the gauntlet to 15 fashion brands to make them answer a web survey about their supply chain on thefashionduel.com.2_thefashionduel.comThe ranking based on their answers became public.3_A protest videoA famous actress amplified the message.4_Video sign-upPeople throw their gauntlets and share them online.5_International fashion weeks guerrillaIn New York and Paris the gauntlet slapped flagship stores. In Milan it covered Cattelan’s L.O.V.E sculpture.