Connect4Climate: #ReOOTD

#ReOOTD is a month-long campaign that uses activation to inspire Gen Z to make a meaningful behavioural change using their language of social media filters & stickers. Collaborating with Fashion Revolution, Connect4Climate introduce the Rewear Challenge filter and animated stickers on Instagram and promote the same with the help of influencers.

The fashion industry produces 1.2 billions tonnes of carbon emissions. Our generation lives in paradox. On the one hand, we love to express our style and creativity online, and on the other, we want to reduce all the negative impact on the environment—the paradox caused by self-made theories that we can’t be seen online in the same clothing twice.

15-25-year-olds today want to look new every day, wearing the latest trends, uploading a photograph on Instagram tagged with #OOTD aka Outfit of the Day. All of this has not only led to increased consumption of fast fashion but also a huge wastage.

Credits
Advertised brand: Connect4Climate
Campaign: #ReOOTD
Advertising Agency: National Institute of Fashion Technology, Delhi, India
Art Director: Nithika Romy
Copywriter: Nithika Romy