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