Ad of the Day: Zalando creates billboards from secondhand clothes
The European retailer is admitting its share of the responsibility when it comes to textile waste.
According to Zalando, Europe produces more than 2m tonnes of textile waste each year. In a bid to push its new pre-owned service, the retailer enlisted art students to use worn clothes to create huge billboards.
The group got together with thousands of secondhand clothes to create colorful motifs placed around Austria. Each item of clothing remained undamaged and was able to be sold after the experimental out-of-home project had run its course.
On the billboards, artists Julia Nagl and Maximilian Mannsberger said: “We are working with huge walls that are covered with fence and we wrap the clothes around it. Matching the colors is the hardest part as each garment is unique. We sorted the clothes according to their shades and tried out how they would work together.”
The ‘Pre-owned Fashion Billboards’ campaign is the work of advertising agency Demner, Merlicek & Bergmann / DMB.
Credits
Advertising agency: Demner, Merlicek & Bergmann / DMB., Vienna, Austria
Creative director: Sebastian Kaufmann
Art director: Mario Goldsteiner
Copywriter: Paul Ballot, Maximilian Peleska, Nikolas Rein, Anna Repitsch
Graphic design: Viktoria Mannsberger
Strategy: Jacky Hamid, Katharina Schmid
Client director: Bianca Schediwy
Project management: Alicia Rocki, Silvia Gonzalez
Artists: Julia Nagl, Maximilian Mannsberger
Production company: Ambient Art Werbe GmbH, Vienna, Austria
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