AirRobe's Earth Day campaign shoot featuring P.E Nation & Viktoria & Woods.

BRIEF

With Earth Day approaching for a sustainability-driven company, we knew this was an opportunity to have a brand moment and make a splash in the fashion PR world. We didn’t have any real money for our own marketing campaigns, so we knew we needed to lean in our the 100+ brand partners we had at AirRobe to collectively make an impact. For our partners to talk about this campaign, we knew it needed to feel like a big but achievable goal.

CLIENT

AirRobe, P.E Nation & Viktoria & Woods

EXECUTION

We came up with the idea to keep 1 million garments out of landfill by 2023. The AirRobe Circular Fashion Network was going to work together to actively talk about and promote this, so we created a series of assets, including social & eDM copy + graphics, for our partners to use and promote on their own channels.

For the hero imagery, we needed to create press-related content in partnership with P.E Nation & Viktoria & Woods.

Thinking about the bigger picture of what landfill actually is, I decide to think of a world where landfill was visible. This campaign was about showing that landfill is all around us and we are currently choosing to ignore it by not participating in the circular fashion economy. 

LIMITATIONS

This day had a lot of limitations. The four founders were not available to be in the same studio at the same time, so I had to think of a solution where we could make it look and feel like all four were shot together.

SERVICES

Creative Direction
Design

RESULT

This campaign had a huge impact across all of our partners, resulting in an increase of 51% sales and the GMV went up 16% for this period.

The opt-in rate for AirRobe rose 15% during the campaign.

AirRobe's pledged reached 7 major digital publications and the assets were re-shared 131 times on social media on Earth Day.