Shrift
Brand Identity
Sustainable Campaign
“Shrift” — conceptual campaign design for a factual based and personalised anti-fast fashion campaign sponsored by Clean Up Australia, encouraging young consumers to adopt sustainable shopping habits, as well as consider the impacts caused by the fashion industry.
Overview
Shrift, a conceptual sustainable campaign that aims to highlight the environmental impacts of fast fashion brands to a younger demographic of Gen Z consumers. The campaign focuses on a personalised yet factual approach, conveying key fashion waste facts while keeping in tune with visual identity resonating with its target audience.
It was imperative that Shrift avoids making its audience feel bad about shopping at fast fashion brands, rather offer alternatives and insights for their audience to embrace better shopping habits and be made aware of real facts regarding overconsumption.
