Electrolux came to us with a global sustainability campaign that needed localising, with the addition of some Australian flair.

This campaign needed to set Electrolux aside from the rest, challenging individuals to consider and take responsibility for the role they play in contributing to the global clothing waste issue.

The opportunity here was rich storytelling pieces that took Electrolux out of the product pages and into more mainstream thought-leadership pieces.

What if we could make consumers reconsider what they already own?

We commissioned well-known upcycling designers, Romance was Born, to open a pop-up Electrolux branded store that invited the public to bring once-loved garments in to be transformed into something new, helping them to Break the Pattern of fast fashion and clothing waste.

The integrated campaign spanned earned, owned and paid categories with pitching, social advertising, media partnerships, influencer collaborations, and content capture undertaken to support the activation.

• The Australian market was praised on a global scale for ‘best in class’ roll out of the campaign.

• In-depth explainer coverage across major masthead publications, including The Sydney Morning Herald and The Daily Telegraph. These articles reached high audience volumes and were shared across social channels.

• Almost 100% of tickets to the pop-up were sold out within 24 hours.

• Secured paid media partnerships with sustainably aligned publications Pedestrian and Urban List, as well as a live TV spot with The Morning Show.

• We transformed over 85 garments, breathing new life into them and demonstrating that old clothes still have value.