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Web Film
The Danish Environmental Protection Agency: Chemicals shouldn't be in fashion
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The Danish Environmental Protection Agency needed an informational campaign on chemicals in fashion and clothing production, for 16-22 years olds - an age group notoriously hard to reach. This lead to advertising agency MBA (Mediacom Beyond Advertising) coming up with the idea of launching a special kind of t-shirt collection with the two Danish illustrators Anna Degnbol and Klara Graah.
The t-shirt prints doubles as frames of a stop-motion film that tells a story from the shirts perspective and highlights the different issues. The 190 white t-shirts have been collected from second-hand shops with each one being screenprinted with a unique illustration, using eco-friendly ink. Meaning an animated story is revealed when the back of the t-shirts are seen in the right sequence. The film was launched on social media an web-tv and it is important to stress it was made using the t-shirts photographed one by one in a quite time-consuming manor, without cheating and just putting the print on shirts in post-production. Lastly the collection could be won in a raffle hyped by notable fashion and streetwear influencers, leading to thousands of sign-ups. The same influencers are to make their own video material that talk about subject, make people aware of the problems and what they can do.
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