RWRESPONSIBLE
For the National Advertising Challenge student competition.
2021
In collaboration with Chance Cargioli
I was responsible for the design aspect of the project and strategy
Instagram story mockup
INSIGHT
Recently, RW&CO has made a move towards positioning itself as a sustainable brand, using the branded line of clothing "RW Responsible – the perfect mix of comfort, style, and responsible fashion.” RW&CO wants to explore campaign ideas that firmly position the company as one that is making strides to become even more sustainable, by making the first few of many changes to minimize their carbon footprint.
IDEA
The consumer needs to feel like they themselves are participating in this sustainable movement in an active and tangible way. As RW&CO is a fashion retailer, we believe that it is most appropriate to focus on the sustainable changes that this company has made to their merchandise. We chose to go with a campaign that will be social media-focused, including a redesign of the landing page, and a billboard since the requirement called for the campaign to be as inexpensive as possible. Additionally, we'll work with social media influencers who are known for their ethical shopping to promote this collection and use the hashtag #shopresponsibly.
EXECUTION
With the help of images that demonstrate the origins of these fibers, our campaign will showcase the environmentally friendly materials that are used to produce the clothing for RWResponsible. Photos of the clothing will be juxtaposed with images of the materials used. This campaign will reinforce the idea that the consumer is making a sustainably conscious and responsible decision by buying RWResponsible.
While conducting research, we visited the Eaton Centre location and observed that all the shelves were overstocked. We also discovered that their RWResponsible line in-store was hidden and this location only had 1-2 items from the line. This eco-friendly campaign must also be mirrored in stores, so we would display the new line in the front of the store with banners explaining the line and showcasing the various eco-friendly materials. The major objective is for eventually all RW&co products to be manufactured of clothing using environmentally friendly materials. In order to decrease the risk of overconsumption, we will also limit the number of items displayed on the shelves to two of each size and produce just a certain number of sizes and styles.
SHOP NOW → SHOP RESPONSIBLY
WHAT I WOULD DO DIFFERENTLY NEXT TIME
Since this project, I've learned a lot, so there are a few things I would do differently now. In order to increase legibility, I would first make the text thicker in all the designs. To ensure that the viewer understands the message, I would also include some body copy behind the main headline that simply describes how the new line is constructed entirely of natural materials. Lastly, as a way for RW&Co to give back, I would add one last component to this campaign, such as plantable tree tags that support global reforestation initiatives.