| Title | Textile waste |
| Brief | Textile waste is a big problem due to careless consumer habits. Latvian waste collector and recycler “Eco Baltia Vide” aimed to raise awareness and promote their new red textile waste collection containers. They partnered with popular local hip hop star and style icon OZOLS and used his hit song "Style". Since in Latvian words “Style” and “Textile” are closely related (just three letters apart), the campaign transformed his song, lyrics, overall message, and added the red textile containers in the original music video. Thus, the original song's message fit the renewed one on textile waste. In line with the recycling theme, other materials were reused, including website template from a previous campaign. To further boost the campaign, a “style alley” was created, transforming a local park into a valley of old clothes, raising awareness to the textile waste problem. The creative solutions emphasized both contextually and literally that old things can be given a second life and meaning.The campaign also generated significant PR coverage, with 77 publications, primarily in digital media, focusing on diverse niches and lifestyle platforms. The emphasis was on reaching a qualitative audience and in result, approximately 1 million people were reached. |
| Agency |
MAGIC
|
| Campaign |
Textile waste
|
| Advertiser |
ECO BALTIA VIDE
|
| Brand |
ECO BALTIA VIDE
|
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| Date of First Broadcast/Publication |
Subscribers Only
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| Business Sector | Subscribers Only |
| Story | Subscribers Only |
| Media Type |
Digital
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| Creative Agency |
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| PR Agency |
D..p W...e Subscribers Only
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| Copywriter |
R...is P...ks Subscribers Only
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| Animation/3D |
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| Animation/3D |
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| Photographer |
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