Copenhagen-based clothing brand Carlings tapped VIRTUE, the creative solutions arm of news organization Vice Media, for a campaign on responsible fashion amid news of the industry’s massive contribution to waste generation and pollution. The duo came up with a way for designers to take photographs of models wearing their designs without having to actually produce the clothing, made possible through augmented reality techniques.
The end result of the project was the introduction of a capsule collection created by Carlings that produced none of the actual clothing worn by the models in the photo, thereby producing zero waste for the collection’s promotion too. The campaign, which opened questions on the future of fashion, won the Grand Prix title at this year’s Cannes Lions for Digital Craft.
The Digital Craft Lions is all about the seamlessness of end products, and the experience of users as they navigate their way through technology. In a statement published on the Cannes Lions 2019 website, Digital Craft Jury President Rei Inamoto, the Founding Partner of IxCo, explains that for digital campaigns to work, sometimes what’s more important than the idea and underlying message it tries to deliver is the execution, craft, and the attention to detail creators possess that makes or breaks it.
Apart from VIRTUE, here are the other agencies that won gold:
“Never Ask” by WIZZ / QUAD GROUP, Paris and WIEDEN+KENNEDY Amsterdam for Nike
“My Life as a NPC” by DDB Paris for Ubisoft
“StorySign” by FCB Inferno, London for Huawei
“Westworld: The Maze” by 360I, New York and HBO, New York for HBO
