Meet the eight forgotten threads representing a fashion trend from the last decade. Drawing on meme culture and Gen Z's love of twitter, we've assigned distinct and relatable personalities to each item.
Keep track of who said what on Instagram. The design makes use of Twitter Profile pics, bios and the repetition of colours starts to reinforce the campaign branding colours, setting up the stage for future touchpoints.
This eye-catching ambient media (tweet shirts) will appear in public spaces such as college campuses and trendy hangouts for maximum disruptive effect. Expect weekly changes.
Brief // Help Gen Z to create meaningful change with a disruptive campaign.
Solution // ThreadSwap, an app created to convince Gen Z to swap not shop.
We’ve taken forgotten threads out of the closet and given them attention-grabbing, on-line voices on Twitter in order to start a 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, bringing the threads “out of the closet.” This will all be done to promote the launch of ThreadSwap, the app.
Credits: Erin Kemper - Art Director
Nina Formanek - Graphic Designer
Chloë te Water Naudé - Illustration
