According to statistics, thousands of tons of out-of-fashion clothes accumulate in the closets of Kazakhstanis. Another 40,000 tons end up in the garbage every year. Instead of donating clothes to those in need, many people simply throw away out-of-fashion but still intact items.

The challenge was to develop a creative idea that would draw the public's attention to the Teplo Foundation and show where to find their special boxes where clothes can be donated to those in need.

Due to large class gap, most Kazakhstanis have a strong negative reaction to unreasonably expensive goods, immediately raising a wave of discussion on social media.

We took an old worn-out sweater, showed it at a fashion show, exhibited it in a prestigious mall and created an online store jyly.kz, where our sweater was sold for an unaffordable price of 9,999,999 tenge. As a result, the sweater became heavily discussed on social media, people wanted to know what justified such a price.

On the online store we talked about unaffordability of ordinary clothes for the poor and encouraged people to donate clothes to help those in need.

As a result, the campaign attracted the attention of one of the Kazakhstan’s largest banks, which bought the sweater.

The target audience is people who buy a lot of clothes, store them in wardrobes and then throw them away. They follow fashion, so in media planning we used channels of the fashion industry: event Visa Fashion Week Almaty, and exhibited it in the most prestigious mall in the country, among luxury world brands.

Social media users raised a wave of discussion, attracting the attention of the media and other companies, which placed sweater ads in outdoor advertising and digital for free.

All channels directed traffic to a specially created online store where users could learn about the problem of clothing shortages and where to find Teplo boxes to donate clothes to those in need.

The center and symbol of the whole campaign was a worn sweater, which was put up for sale for 9,999,999 tenge. We found it in a pile of discarded items, showed it at a fashion show, placed it in a prestigious mall, and then created a special online store where only one thing was sold - our sweater, aka "Unavailable Drop".

The online store was a “hub” that all media channels led to: at the fashion show, on the box in the mall, in outdoor advertising and digital, everywhere there was a special qr code with a link to the website. There we told about the mission of the project and explained why the sweater cost so much.

The campaign ran for 3 months - from May 3 to July 1 - and ultimately led to an increase in brand knowledge and the number of items returned by more than 2 times. Over the course of the campaign, the foundation clothed over 15,000 people in need. We achieved $25,000 worth of media coverage with no budget and received 7,000,000 reactions (media impressions) and a media reach of 1,200,000.

But most importantly, the "Unavailable Drop" campaign attracted the attention of one of the largest banks in Kazakhstan, which bought a sweater, allowing the Teplo Fund to build more boxes to collect clothes.