ONIRIA\TBWA, Asuncion / WORLD WILDLIFE FUND (WWF) / 2021
World fashion industry generates more CO2 emissions than all commercial flights and cargo ships combined. WWF wants to take action and promote responsible consumption of clothing among consumers in Paraguay, hacking the industry codes.
Berkeley Earth supplies comprehensive open-source world air pollution data and highly user-accessible global temperature data that is timely, impartial, and verified.
We join them to create an exclusive collection of dresses inspired in Berkeley Earth graphics of global warming effects. 8 unique pieces related to 8 different graphics to make people see how earth is having changes.
This collection was launched as the new collection of Emma Viedma, a very known fashion designer of Paraguay, in collaboration with WWF.
We focused in global temperature changes and air pollution Berkeley Earth graphics, and only 1 from Paraguay, to show larga scale changes.
At the same time, graphics must be inspiring to create an attractive collection of clothes, good enough to caught attention by the pieces it self.
We focused in global temperature changes and air pollution Berkeley Earth graphics, and only 1 from Paraguay, to show larga scale changes. At the same time, graphics must be inspiring to create an attractive collection of clothes, good enough to caught attention by the pieces it self.
The collection was launched in an online live event with a documentary film, a fashion film, a lookbook and a website to know more about responsible consumption tips.
8 digital contents were posted on WWF social media, targeted to heavy shoppers of fashion brands.
In partnership with 3 fashion magazines, we made exclusive content about the Global Warming Collection.
All efforts during 4 weeks connected the target audience with our website to know more about responsible consumption tips.
After 1 month, the dresses went to an online auction.
Responsible fashion consumption got 30 minutes approx of TV Prime Time, 43 minutes approx on rush hour radio programs and 10 full pages on fashion magazines
All dresses have been sold in the online auction
Auction proceeds went to a settlement support network to help fight COVID-19.
2018, WORLD WILDLIFE FUND (WWF)
FCB CAPE TOWN, Cape Town
2017, CANCER ASSOCIATION
OGILVY FRANCE, Paris
2010, WORLD WILDLIFE FUND (WWF)
DDB BRASIL, Sao Paulo
2009, WORLD WILDLIFE FUND (WWF)