DDB CANADA, Montreal / YWCA / 2018
Canadians purchase different types of clothes, due to the extreme cold and hot weather; however our research discovered that the average person only wears 20% of their clothes regularly. This means most of peoples’ clothing is just hanging in the back of a closet, forgotten. We wanted to bring this situation to light and give people a visual reminder that their unworn clothing would be of better use to Fringues. By giving their clothing a second chance, they can give women one too.
That’s why we created The Smart Hanger: a clothes hanger that lights up when the item it supports hasn’t been worn for a period of nine months.
To remind people to donate their unused clothes, we created the Smart Hanger. Like a regular clothes hanger, the Smart Hanger suspends items of clothing and is placed inside a wardrobe. Inside the hanger is a glass conduit, a mercury bead and a sensor at both extremities. Then, a countdown of nine months (three seasons) begins. When the hanger is placed at a certain angle (the angle at which we naturally place the hanger when we take it off the pole), the mercury bead moves through the glass canal and activate one of the sensors, thus resetting the countdown. As long as you don’t remove your hanger from the pole, the countdown goes on. A LED is placed at the end of the hanger’s hook lights up, reminding the user to bring the unworn item to Fringues, where it can actually help women in need instead of just taking up space in a closet.
For both ecological reasons and practical logistics, the hanger is made from recycled plastic. We currently have a functional prototype. During the research and development phase, we also made sure that the hanger could be mass produced at a very low cost.
To bring this idea to market, we plan to pursue the following launch plan. We will meet with large clothing companies in the Montreal area to set-up a partnership, where the clothing company would be responsible for the production and distribution of The Smart Hangar through its stores. In exchange, we would design a special edition of the hanger that integrates the retailer’s branding so they could give it to their customers as a gift with purchase. To make this even more appealing for the retailer, used clothing donation bins would be set-up in-store. That way, when people go in to donate their clothing, they would also have the opportunity to shop for something new.
LEO BURNETT COLOMBIANA, Bogota
2010, WORLD WILDLIFE FUND (WWF)
SAATCHI & SAATCHI, Johannesburg
2005, SOUTH AFRICAN NATIONAL BLOOD SERVICE