Doom and gloom about our planet are all we ever hear about. Generation Z feels outraged, and helpless at the same time. They struggle to identify areas where they can make meaningful impact and find real ways to integrate it into their daily lifestyle.
Yet this very generation contributes to the problem by supporting fast fashion, an industry responsible for a significant percentage of harmful emissions.
Look at the facts – it takes over 2600 litres to manufacture just one cotton shirt and up to 80 years for the clothing discarded in landfills to break down. Yet, Generation Z are constantly buying new clothes and simultaneously casting them aside as swiftly as trends change, leaving their closets crammed and the planet’s landfills overwhelmed. And they’re hung up on what to do about it. We’ve taken forgotten threads out of the closet and given them attention-grabbing, on-line voices on Twitter in order to start the conversation and generate buzz building over a period of three weeks.
At the same time, Instagram posts will document who said what and when. A disruptive outdoor ambient installation, which changes weekly will be set up to take the tweets off-line/bring the threads outside (of the closet). As the three-week campaign draws to a close, the Twitter accounts will change their bios and send out tweets as a call to action to download ThreadSwap, an app created to enable, simplify, enhance and customise your swapping experience. Included is a tracking feature, ThreadPact allowing users to measure the positive impact their swapping is making on the planet.
College: Red & Yellow Creative School of Business
Creative Director, Graphic Designer, Video Editor: Erin Kemper
Graphic Designer: Nina Formanek
Illustrator: Chloe te Water Naudé