*Project completed as part of coursework for educational purposes only.
Creative Team:
Erika McCall – Account Manager
Frank Neufeld – Art Director
Michael Reynes – Copywriter
Madison Rogers – Strategist
The Challenge:
Position RW&CO as a sustainable fashion brand that is making strides to address the industry’s significant carbon footprint.
The Target:
Current RW&CO customers – primarily men and women age 25-35, located in cities, with 100k+ household income and working full-time.
New Generation Z consumers who are willing to pay more for clothes if it does good for the environment.
Insights:
58% of consumers said that they would be willing to pay more for sustainable goods but, despite this, the biggest motivation remains how the clothes look. Sustainability is a secondary consideration.
Consumers are not after grand promises, they want clear actions and transparent messaging around what companies are doing.
The Solution:
Sustainability you can’t see.
With this campaign, we wanted to emphasize that although RW&CO’s operational changes are making their clothes more sustainable, there is no toll on the quality of the clothes consumers know and love.
The ads clearly promote the authentic, defensible and impactful internal changes RW&CO has made, including: cleaner transportation, utilization of renewable energy sources and their partnership with Nature Canada, among others.
In general, the ads show that RW&CO is making sustainability their business.