Instead of creating a usual campaign we offered to launch a whole new business direction and to transform pre-used clothes from Laska into merch clothes for different companies’ teams.

It`s long-term brand building strategies that connect with customers, improve brand health and ultimately drive growth.

Nowadays the world is trying to rethink the idea of fashion according to the ecological agenda. Every year, 150 billion pieces of clothing are produced worldwide, which is 20 times more than the total population of the planet.

That is: sweatshirts and T-shirts with work logos, which are senselessly updated every year, although their only use is in group photos with colleagues, and in most cases, to feed moths in the countryside.

To change the game, we launched a new campaign for charity store Laska. Meet the Laska Upcycle Merch project – merch for brands from vintage clothes that have already been produced and have already lived their lives before becoming part of someone’s corporate culture.

Each eco-conscious company can order their own batch of merch, after which Laska will put their logos on recycled clothes, giving them a second life.

Each eco-conscious company can order their own batch of merch, after which Laska will put their logos on recycled hoodies, sweatshirts and t-shirts, giving them a second life.

The buzz of the initiative is that brands get unique clothes with their own logo, while protecting the planet from unnecessary production, doing good things together with Laska.

To popularize the idea, we created a musical dramedy. The key point is to show how merch comes in handy at Ukrainian dacha, a kind of cottage house, and how many textiles are just thrown away.

One more special detail – the photoshoot was taken at the sorting yard "No Waste Ukraine".

We created the Laska Upcycle Merch project to make Earth a bit cleaner place and still keep companies' team's spirits up.

We’ve collaborated with influential lovemarks from different fields of Ukrainian businesses and created dozens of unique clothing items branded with logos of their new owners.

During first 10 days of campaign with 0$ media budget we’ve got

- 3,4 millions media impressions

- 1,3 millions coverage in social media

- 27 companies ordered their own upcycle merch

Due to war in Ukraine further promotion was stopped.