We shifted
mindsets
with our
givE a
shift
2023
Christmas Campaign
Problem
We needed to disrupt the mind-less tradition so I asked myself:
How to consume less, during times we need it the most?
This Christmas campaign aims to challenge the status quo of excessive consumption during the holiday season.
Addressing the problem of mindless consuming by advocating for conscious gift giving and sustainable choices and aiming to drive higher engagement with brand’s eco-friendly pathos.
Campaign developed for
OUR SHIFT
is an activistic up-cycling fashion brand on a mission to revolutionise the local fashion industry
by sourcing deadstock, second-hand, and vintage materials to create unique, eco-friendly and versatile pieces.
Solution
For the communication strategy I used
The Disruption Method
Developed by TBWA, this Method challenges existing norms and conventions to create disruptive campaign solutions.
It emphasizes shaking up the status quo and coming up with unexpected, memorable ideas to stand out in a crowded market.
Convention
“Christmas as the symbol of overconsumption”
The convention is the problematics of overconsumption during Christmas holidays, highlighting the need for a shift towards more sustainable practices.
Disruption
“GIVE A SHIFT”
Disrupting the convention by promoting mindfull practices challenging people to reconsider their gift-giving traditions and opt for more responsible choices.
Vision
“Shift mindsets, buy less, give responsibly”
The statement is aimed to inspire, to rethink our consumption habits and embrace opting for more sustainable alternatives.
Target Audience
The campaign targeted environmentally-conscious individuals, including young activists, sustainability enthusiasts, and fashion-forward trendsetters. By understanding their values and preferences, the campaign aimed to resonate with their desire for meaningful change.
This campaign is build on
4 main pillars
Activism
Promoting the brand’s activistic vision and approach, advocating for impact and shifting mindsets.
Education & Action
Providing tangible ways for the audience to make a change, spreading awareness and encouraging action motivates targeted audience for a positive shift.
Waste
Focused on reducing waste by advocating for fixing and refurbishing old items instead of buying brand new.
Consumerism
Emphasized the need to be mindful of consumption, promoting giving meaning and experiences over material gifts.
Outcome
The campaign successfully increased audience reach, website traffic, and holiday sales, with a notable increase in non-follower engagement on IG and website clicks.
It effectively challenged Christmas consumerism norms and sparked conversations about sustainable giving, leaving a lasting impact on the audience.