Tradera Used goods - "Face the Hidden Facts"

Nord DDB STO

Nord DDB STO Stockholm, Sweden

1769

Title	Face the Hidden Facts
Agency	Nord DDB STO
Campaign	Face the Hidden Facts
Advertiser	Tradera
Brand	Tradera Used goods
Posted	December 2020
Business Sector	Online Retail, E-store
Story	The fashion industry is the second most polluting industry in the world. The Swedish online marketplace Tradera wanted to find a new way to reduce the purchasing of newly produced clothing.To urge consumers to choose sustainable Christmas gifts, Tradera hijacked Google during the most intensive period of Christmas, and exposed internet shoppers to facts about the fashion industry. Facts such as that “the fashion industry is responsible for 8% of the global emissions” and “20% of the world’s water pollution” was hidden in 3D replica images of the products which were most in-demand from fashion brands December 2019. The replicas were also tagged with the same search engine data as the popular products, and uploaded to Tradera.se (one of Swedens most visited website).This made Google interpret the replicas as sought-after products, and indexed them at the top of the search results, which exposed people to uncomfortable climate facts.
Problem	One of Sweden's largest online marketplace for used goods.
Media Type	Case Study
Chief Creative Officer	Andreas Dahlqvist
Client Director	Johanna Björnfot
Copywriter	Martin Lundgren
Art Director	Anton Bolin
Copywriter	Svante Pårup
PR Director	Susanne Johansson
Client Manager	Annie Leander