In the sprawling world of fashion, Bangladesh has often been relegated to the shadows, primarily perceived as a hub for cheap labor rather than a cradle of creativity and design. While many international brands have tapped into the nation's manufacturing capabilities, its rich cultural tapestry and innovative designers remained largely underappreciated.

Brief: The task was clear: Devise a transformative campaign to spotlight Bangladesh's creative prowess. This wasn't about amplifying an existing narrative but pioneering a fresh perspective - an original idea. The concept "Designed in Bangladesh" sought to shift global perception, showing the world that Bangladesh is not just a place of production but one of profound creativity and innovation.

Objectives:

1. Elevate Bangladeshi craftsmanship on the global stage.

2. Shift international perception regarding Bangladesh's role in fashion.

3. Engage global audiences, fostering appreciation for Bangladeshi designs.

4. Generate significant PR and media attention to drive brand visibility and sales.

"Designed in Bangladesh. Made in Europe." is more than just a tagline—it's a powerful creative idea that champions inclusivity, empowerment, and global collaboration. In an industry often criticized for its skewed representation and ethnocentric biases, this concept is a defiant and refreshing stand against the norm. By positioning Bangladesh, a country typically seen as a manufacturing hub, as a center of design excellence, it challenges global perceptions and empowers local talent. Conversely, by opting for European craftsmanship, it underscores the fusion of diverse skills to create unparalleled quality. Together, this approach not only elevates the narrative around Bangladeshi creativity but also reinforces the idea that collaboration across borders, cultures, and skill sets can lead to innovative outcomes. This is a beacon for change in the advertising world, showcasing that true innovation is born from diverse perspectives coming together, highlighting the value of each human being in the creative process.

Insight: The global narrative has long pigeonholed countries in the Global South, like Bangladesh, into limited roles, often sidelining their rich cultural and creative contributions.

Key Message: "Bangladesh is more than just a manufacturing hub; it's a vibrant epicenter of design and innovation."

Target Audience:

Fashion industry professionals and influencers across the globe.

Conscious consumers who prioritize authenticity and cultural stories in their purchases.

Global media outlets focusing on fashion, culture, and social impact.

Creation and Distribution of Assets:

A series of high-quality assets were developed, including short documentary-style videos highlighting Bangladeshi artisans, detailed design storybooklets, and digital media kits. These were strategically distributed:

Pitching to major global fashion and cultural publications to feature the initiative.

Collaborations with influential figures in the fashion world to share the campaign.

Organizing virtual press conferences with key spokespeople from the campaign to further delve into the stories and narratives behind "Designed in Bangladesh."

The journey of "Designed in Bangladesh. Made in Europe." began three years ago with the intricate process of selecting artists from Bangladesh. As we embarked on this initiative, we faced multiple challenges. The global supply chain disruptions, combined with the unforeseen setbacks of the COVID-19 pandemic, tested our resilience and adaptability. But we persevered. While the pandemic raged, we streamlined our processes, and found innovative ways to bridge communication and production gaps between Bangladeshi designers and European artisans. Placement was recalibrated to fit the changing retail landscape, with a shift towards online platforms that showcased the stories of artists, their designs, and the journey from Bangladesh to Europe. As we look to the future, this initiative is not just a campaign, but a long-term commitment. It will continue to support individuals, ensuring that the blend of Bangladeshi creativity and European craftsmanship not only survives but thrives in the post-pandemic world.

The ekn Kamthala campaign's outcomes were both tangible and impactful. Brand value skyrocketed, positioning ekn as a pioneer in culturally-inclusive and sustainable fashion. For consumers, the shoe was not just footwear but a statement piece, symbolizing a blend of tradition and modernity. The campaign reached an astonishing 140 million individuals, creating a cultural ripple that reshaped conversations around sustainable fashion and heritage. Brand perception shifted positively, with ekn being viewed as an innovative and conscious brand. This translated to a 350% surge in sales, significantly exceeding initial projections. The objectives outlined in the brief were not only met but surpassed, with a noteworthy +1,600% increase in brand reach and Rokaiya's social media engagement soaring by +650%. Other KPIs like website traffic and influencer collaborations also showcased impressive growth, reaffirming the campaign's transformative effect on the brand's trajectory.