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Johan Eghammer
Johan Eghammer
Co-Lead of Creative/Executive Creative Director at CP+B
Göteborg, Sweden
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TitleBreak the pattern
Agency
Campaign Break the pattern
Advertiser Electrolux
Brand Electrolux
Date of First Broadcast/Publication 2022 / 9
Business Sector Washing Machines, Refrigerators & Other Large Apppliances
Story  
To break this pattern, Swedish home appliance brand Electrolux wants to inspire consumers to take better care of their clothes. To demonstrate that used clothes still have value, Electrolux collaborated with Swedish fashion designer duo, Rave Review, to create a unique collection made from discarded clothing from the world’s second-largest garment graveyard – the Atacama Desert.
The Atacama Desert in Chile has lately turned into a symbol of the acceleration of fast fashion and the rise of textile waste. According to the UNECE, 21 billion tons of clothes end up in landfill every year. In the Atacama Desert alone, approximately 39,000 tonnes of clothes are discarded every year.
“With this campaign, we want to ignite curiosity and enable our consumers to change how we care for our clothes today. There are many, simple things we can do right now with existing technologies that will help us reach our goal to make our clothes last twice as long, with half the environmental impact by 2030”, says Thorsten Brandt, Global Head of Brand and Marketing at Electrolux.
Problem The most sustainable clothes are the ones you already have, but on average clothes are worn only ten times and thrown away long before they need to be.
Media Type Digital
Length
Advertising Manager
Advertising Manager
Advertising Manager
Advertising Manager
Advertising Manager
Advertising Manager
Creative Director
Account Executive
Account Executive
Designer
Copywriter
Art Director
Art Director
Art Director
Digital Strategist
Strategist
PR Strategist
Researcher
Writer
Production Company
Director
Director of Photography (DOP)
Photographer Agency
Executive Producer
Producer
Grade Artist
Post Production
Online Artist
Sound
Sound
Photographer
Photographer
Fashion design
Designer
Designer
Social Agency
Social Client Director
Account Executive, Social
Social Creative
Social Creative
Social Designer
Media Agency
Post Production
Web Production

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