Second-Loved Campaign

Campaign Proposal

Give your clothes a second chance

Davzon Toy

Executive Summary

The planet is facing significant climate change based on Sustain Your Style (2022). According to Sustain Your Style (2022), one important cause is the fashion industry, especially fast fashion.

Therefore, the idea of “second-loved” is created.

The campaign’s purpose is to encourage consumers to think precisely about what they purchased. Moreover, the campaign also persuades consumers to donate their stop-wearing clothes to thrift shops, which can massively help reduce waste.

The approach to reach out audience, the campaign will be executed mostly on social media and posters. TikTok and Instagram will be the leading platforms to promote the campaign and engage with the audience.

Furthermore, the campaign also provides an app that can access to see any fashion updates and assist the audience in finding their closest thrift shops.

Table of Contents

Background

7

The Brief

15

The Strategy

19

The Concept

24

Design

27

Implementation

39

Conclusion

50

References

52

Campaign Proposal

Background

Davzon Toy

7

Campaign Proposal

Campaign Issue

According to Sustain Your Style (2022), fast fashion is a massive-production of cheap and disposable attire that produce new collections yearly. The prodution convince consumers to feel constantly old-fashioned and urge us to purchase more clothes.

There are 3 majors reason that considering fast fashion is bad: • Polluting the environment: It has a huge affect on water consumption. The matereial they use to produce the garments require a massive amount of water to wash as well as to produce. Moreover, accounding to Young (2022), he mentions clothes factories get dumped to the river. By the example, In Bangladesh, 22 000 tons of toxic waste from tanneries go to water yearly. In fact, fast fashion also affact land. For instance, chemicals used cotton can deteriorate the soil (Young, 2022).

• Exploiting human rights: Most of the garment workers often work over time. The average working day is 14 to 16 hours a days. Most importantly, the are paid in their bare minimum wage which is unbearable (Sustain Your Style, 2022) • Harming animals: some of the material, they use a real animal fur. For example, sheep coat and snake skin shoe (Rauturier, 2022).

52 Micro-collections are released yearly (Sustain Your Style, 2022)

40%

are made compared to the last 20 years ago (Sustain Your Style, 2022)

1.5 Trillion Liters of water are used by the fashion industry every year (Sustain Your Style, 2022)

x7 times in average clothes are worn before being thrown out (Sustain Your Style, 2022)

Davzon Toy

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Campaign Proposal

Benchmarking Lacoste: Save our Species

Everlane: Warming Jackets

• Creative and unique idea • Spreading awareness of species that are threatening for extinction.

• Short and strong message • The poster is clean and explicit

Strength: • Limit the items so they can hype the consumers and sell the product more rapid • Very informative and educate people about animal extinction • Strong and simple concept to spread the message to the audience Weakness • Change the logo which make people think it might be a fake brand once the campaign over.

(Natividad, 2018)

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Strength: • The message is straightforward and easy to understand • The CEO has spread his awarness on social media as it is one of the big platform that have a huge audiences Weakness • Don’t show the solution. Only show the negative impact which make the consumers feel guilty to purchase the product

(Bains, 2018)

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Campaign Proposal

Benchmarking

Patagonia: Don’t Buy this Jacket

Levi’s: Water < Less

• Address the problem of consumerism • The poster is minimalist and effective

• The main goal is to reduce water wastage • Only wash the clothes if necessary

Strength: • Unique strategy by using reverse psychology method

Strength: • Using specific category in the website for consumers to know which one is a easy washing material • Cooperate with water.org • Engage with consumers by using hastage doing your part

Weakness • Might trick people that they actually don’t buy the product • Don’t inform any information and make people really confuse about the problem

(Schreyer, 2021)

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Weakness • Don’t have much promotion offline • Don’t have too much information that inform the consumers how serious it could affect the planet • Seem to die down and no one talk about it

(Schreyer, 2021)

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Campaign Proposal

Benchmarking

Positioning

Playful

Adolfo Dominguez: Old Clothes • Ask customers to bring their old clothes (20–40 years old garments) to refurbish and remodel • Encourage the consumers to buy durable garments rather than purchasing fast fashion Strength: • Strong and explicit headline • Effective campaign that encourage consumer to return their garments and remodel the material

Informative

Traditional media

Weakness • The style can be boring and out of date (not for everyone taste) • The poster design doesn’t stand out much because it is too basic

(Schreyer, 2021)

Creative

Serious

General audience

Niche audience

Innovative media Davzon Toy

15

Campaign Proposal

What?

• • • •

Reduce the wastage and recycle clothing Against fast fashion Encourage people to share to people who are in need We want people who like doing shopping to regard reusing materials in order to cut down the pollution and gain their creativity.

Why? The world is facing a serious problem. One of the significant cause is from fashion industry. People should know and be aware of what they put on their body and should consider wisely about the purchasing new clothes.

Who?

The Brief

• The younger generation of age between 18 – 35 years old.

• Creators who are interested in fashion and styling • People who has excessive clothes and don’t know where to get rid of them • People who are on budget but want to look stylish

When?

• Campaigned all year because it’s happening every day • Will have fun activities such as challenges during fashion week in August

Where • Will start in Melbourne hen slowly aim to international

How? • Offline promotion (poster, billboard, shopping center screen) • Social media advertisement (tiktok, instagram) • Website (to find further information, trending looks, and anything fashion related)

Key message • I shop thrifty • You threw a gold Davzon Toy

• Love my style • Second-loved 17

Campaign Proposal

Reduce&

Create

The Strategy

This campaign aims to minimize the waste of garments and be more creative about fashion.

The approach is to have strong social media and activities for audiences to participate in.

For instance, there is a weekly challenge for creators to style their outfits and share them with their followers. This strategy can encourage and engage many audiences.

Davzon Toy

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Campaign Proposal

Persona Rose Social

About Rose

Caring

Rose is a fashion design student from Swinburne University. She moved out to Melbourne after finishing high school 2 years ago to pursue her dream as a fashion designer. During her free time, she loves spending time exploring the op shops nearby. She tried to minimize her spending on clothes. She only spends on second-handed garments, and she styles them differently depending on the look she wants to style.

Her goal is to inspire people to be more creative in what they wear and reduce as much waste as possible.

Creative Confidence Happiness

Preferred Channels Social media Magazine Television

Gender Age Residence Place of birth Relationship Economic Status Education

Female 20 Melbourne Bendigo Single Low Bachelor Degree

Billboard

Political Tribe & Roy Morgan Segment

Website

Activist Egalitarian | Look at me • Rose associates herself closely with the Activist Egalitarian (Hanna, et al, 2017) • Independently moved out herself and work on her minimum wage (Roy Morgan, 1997)

Relation to topic

“Fashion is not just a style, it is an expression” Davzon Toy

• Love shopping especially thrifty • Live in a budget and don’t like spend too much money on clothes • Always kill a look although she is in a budget

21

Campaign Proposal

Anti-Persona Brandon Social

About Brandon

Caring

Brandon is a businessman who is always busy meeting many high-end clients. Brandon also owns two wardrobes of suits and usually wears about 4-5 of them.

Also, he usually throws his old clothes away when he has worn them 3-4 times. Plus, Brandon always bins his clothes because he thinks no one will wear the same clothes he already owned before. Furthermore, he often doesn’t care about the price of the clothes.

He constantly buys clothes from every season as long as they look expensive and brand.

Creative Confidence Happiness

Preferred Channels Social media Magazine Television

Gender Age Residence Place of birth Relationship Economic Status Education

Male 25 Melbourne Sydney Single High Master Degree

Billboard

Political Tribe & Roy Morgan Segment

Website

Lavish Mod-Con | Real Conservatism • Rose associates herself closely with the Lavish Mod-Con (Hanna, et al, 2017) • Love to invest in expensive and brand clothes (Roy Morgan, 1997)

Relation to topic

“Everywhere I go, I need to look elegant and expensive all the time” Davzon Toy

• Don’t go to a thrift shop • Only buy new clothes • Throw fairly new clothes away without considering donating them

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Campaign Proposal

The Concept

Garments deserve more love

To assist and encourage people to be more kind and mindful about fashion. The campaign also aims to slowly change consumers’ perspectives about thrift shops to be more positive.

The campaign will have to be a call-to-action campaign with a solid yet straightforward tagline.

Moreover, the campaign also has a video challenge for audiences to share their creativity.

Davzon Toy

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Campaign Proposal

Visual Identity Branding & Tagline

Logomark

The brandmark is crafty handwriting. The look is simple.

Furthermore, there is a heart that symbolizes love.

Headline / Sub headline

Visual Approach

• I shop thrifty & Love your style • Give your clothes a second chance

For the visual, the design will aim to make it crafty and playful.

Moreover, the colour need to me vibrant and eye-catching.

The tagline is thought-provoking.

It is simple, straightforward, and yet powerful.

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Design

The technique will be a mix medium of real material and drawing.

27

Campaign Proposal

Moodboard & Sketches

Experiments

As the concept is relying on textile and colour, I went to several fabric shops and tailor shop to collect scraps.

I tried to collect as many as I can get. Different material and different colour are the main priorities.

Moreover, the method for getting the most texture, I scanned the work I did on A4 paper. I scanned different fabric and work then I combine them with digital.

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Campaign Proposal

Experiments

Texture wallpaper

Denim 1

Experiments

Denim 2

Artwork

Torn paper 1

Davzon Toy

Torn paper 2

Torn paper 3

Digital

After I scanned and transfered to my computer, I enhanced the quality of the work in Photoshop then add sharpness to the texture in the photo and clean some element. Moreover, I also added scrunchy texture to the image to make it even more handmade.

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Campaign Proposal

Experiments

Furthermore, I also went out for a thrift shop trip to take some photos for a poster.

Davzon Toy

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Campaign Proposal

Final Outcomes Social media post

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Poster

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Campaign Proposal

Poster

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Poster

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Campaign Proposal

Implementation

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Campaign Proposal

Media Touchpoints Promotion screen (Shopping center) For the campaign, there are several strategies to promote the campaign effectively.

Online Platforms

Offline Promotion

I have considered Instagram and Tiktok as leading platforms to promote and engage with audiences. As they have a vast range of audiences, it is more convenient to reach out and convince the viewers to shop thrifty.

A step further, posters and store stands could be found everywhere, including at bus stops, shopping centers, and billboards. The poster is about the encouragement that persuades the consumers to think widely about their shopping options. Moreover, it is also encouraging them to waste less of their clothes by donating to their nearest store. The poster will contain a link to bring audiences to the website to read further information and find their nearest thrift shops.

For Instagram, there will be a post of “love your style” campaign to reach out to audiences to create and share their content on social media, especially videos that can be uploaded on Instagram and Tiktok. In order to make this promotion more effective, creators can use #lovemystyle #secondlovedstyle to share and engage with other peer creators. The content for the page is to challenge audiences to style or dress up whatever they want under one main piece of clothing. The challenge will be a selection of clothing materials and style them differently. It will be weekly.

For instance, the current week is a flannel shirt. So the creators need to style their flannel into different looks based on one fit. Most importantly, there is no limit to styles—however, the more, the better.

Davzon Toy

Bus sign

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Campaign Proposal

Store stand

Billboard

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Campaign Proposal

Phone app

Website

Instagram

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Campaign Proposal

Storyboard Animation 1

Sitting down then show the main fit

2

Stand up then throw the shirt to the camera (transition)

3

Come out with the first outfit and dance a bit

4

Walk out the frame (transition)

8

9

Walk out from the camera then show the third outfit

Dance and turn around (transition)

5

6

Walk in the frame with the second outfit

Show the second fit then dance according to the beat

10

Tranform to the fourth outfit

11

Stand and dance a bit to show the out fit

7

Take off the shirt then throw to the camera (transition) 12

Walk out the frame then the texts show

The concept of the video is to challenge creators to dress as many as outfits they can in one main fit.

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Campaign Proposal

Storyboard Storyboard

Video link: https://www.tiktok.com/@davzzzon/video/7104075232213830914?is_copy_url=1&is_from_webapp=v1 Or go to Tiktok: @davzzzon

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Campaign Proposal

In conclusion, fashion plays a critical role in our daily life.

However, it has a massive impact on the world as well, if you are not aware of it.

Conclusion

Davzon Toy

Second-Loved is a campaign that uses a creative approach to draw the attention of all creators worldwide, stylish and shopaholic people. The power of social media has a considerable effect on spreading the message and sharing the creativity of everyone participating. Moreover, it is a call-to-action campaign that encourages people to rethink their garments and think twice when they decide to throw them out.

51

References

Research Rauturier, S, 2022. What Is Fast Fashion and Why Is It So Bad? Retrieved from https://goodonyou.eco/what-is-fast-fashion/ Sustain Your Style, 2022. What’s wrong with the fashion industry? Retrieved from https://www.sustainyourstyle.org/en/ whats-wrong-with-the-fashion-industry#anchor-fast-fashion Young, P, 2022. What’s Wrong With Fast Fashion? Retrieved from https://pebblemag.com/magazine/living/whats-wrongwith-fast-fashion#toxins Cleaning Institute, 2022. DO I NEED TO WASH THIS? Retrieved from https://www.cleaninginstitute.org/cleaning-tips/ clothes/laundry-basics/do-i-need-wash#:~:text=Jeans%20can%20typically%20be%20worn,%2D5%20times%20for%20 synthetics

Benchmarking Bains, P, 2018. Everlane’s New Puffers, Parkas and Pullovers Are Made From… Plastic? Retrieved from https:// fashionmagazine.com/style/everlane-renew-recycled-plastic/ Schreyer, M, 2021. Top 10 Creative Sustainable Fashion Campaigns [Updated]. Retrieved from https:// sustainabilitymattersdaily.com/creative-sustainable-fashion-marketing-campaigns/#4-levis-waterltless

Concept https://www.pinterest.com.au/pin/816066394990782832/ https://www.pinterest.com.au/pin/816066394990782836/ https://www.pinterest.com.au/pin/816066394990782824/ https://www.pinterest.com.au/pin/816066394990782826/

Davzon Toy

Davzon Toy