Style - Textile

Entrants: MAGIC & Deep White Client: Eco Baltia Vide  Creative Agency: MAGIC Creative Director: Reinis Traidās Strategist: Rihards Ginters Account Director: Anete Cīrule Account Manager: Anda Apoga Art Director: Harijs Grundmanis Desktop: Emīls Rupais Copywriter: Reinis Piziks Audiovisual/2D& 3D: Guntars Šmits, Franks Andrejs Pirogs, Daniels Vuškāns (Studio PLAY) Photographer: Māris Ločmelis PR Agency: Deep White Partnership: OZOLS 

In a world where environmental issues are at large, the waste problem stands out as one of the most pressing challenges of our time as consumers buy too much and discard too easily. In Latvia, textile waste makes up 3-5% of annual landfill waste and the issue is intensified with the European Union's directive mandating textile sorting by 2025. The Latvian waste collector and recycler Eco Baltia Vide (EBV) needed to raise awareness about the increasing amount of textile waste and at the same time – promote their new red textile waste containers. Enter OZOLS, the best-known local hip-hop star who has his apparel line, is a big style enthusiast and a loud voice (literally). To make sorting trendy again, we partnered with OZOLS and transformed his recent hit song's lyrics 'Style' to 'Textile' and integrated the red containers into the original music video. Beyond digital platforms (social media, web), we hosted a PR blitz, featuring an environmental installation – 80-meters-long 'Style Alley' in central Riga Park. This eye-catching installation showcasing recyclable clothes provided a tangible and visually striking experience. As recycling was an important theme of the campaign, we also recycled other promotion materials – not only was the video digitally transformed, but also the website template from a previous campaign.  The 'Style–Textile' campaign yielded a significant impact:  1. A 15% surge in textile drops, demonstrating increased public engagement in textile sorting. 2. Donation of over 3 tons of valuable textiles to charity organizations and Ukrainian refugees, contributing to social welfare.  3. 350 publications generated substantial earned media, amounting to over 113,000 EUR in value, enhancing brand visibility and societal awareness.