Alma Vetlenyi is a Hungarian fashion brand that creates clothes for young urban professionals on a global scale. The brand's collections have always been designed concerning serious agendas like sustainability of fashion, the ecological aspects of production and consumption and other acute social issues.

On 21 March, the International Day for Elimination of Racial Discrimination, we launched a campaign for Vetlenyi's new collection, recreating three iconic photos (Montgomery bus boycott, 1955; University of Alabama, 1963; Olympic Games, 1968) capturing important events/moments in the history of fight against racism.

But the racist overtone of the original situations have been taken away. The characters are represented with no colours at all; they look fully transparent. Thus the colour difference that could be perceived are the black/white nature of their clothes only.

Alma Vetlenyi's Fashion is a well-known in the Hungarian designers' community, and is famous for its environmental conscious approach to fashion design, production and sustainability. But the brand also supports serious social issues, and it has a socially sensitive, open-minded audience.

Using fashion as a vehicle, we introduced the idea of racism, transmitting the brand's philosophy to an open-minded, socially sensitive audience, who serve as influencers and are able to transmit our message a wider audience.

The campaign was launched on 21 March, International Day for Elimination of Racial Discrimination. It was preceded with an online teaser campaign. Then our visual appeared in various fashion magazines; posters were placed in Alma Vetlenyi's Fashion show-room, Alma Vetlenyi's retailer stores and other fashion design stores. And numerous PR articles supported the campaign as well.

The campaign became a trending topic in the circles of Hungarian fashion industry, and sparked a vivid online conversation. It also strengthened Alma Vetlenyi's position as a responsible brand sensitive to acute social issues. The website traffic of Alma Vetlenyi's Fashion grew 221% due to the campaign, and the brand experienced a 13% sales increase during the week of the campaign (20 March – 8 April).