People are ashamed to wear torn clothes. And they will buy a new one.rnBut Decathlon saw an opportunity and turned these holes into sustainable ad spaces. rnWe made free branded repair kits available and organised workshops to teach costumers how to fix their clothes in a visible way and wear them as a statement.rnSoon enough: people wearing blue thread repaired activewear appeared everywhere.rnThese outfits – mostly from other brands – became organic ads for Decathlon.
Blue Thread of fate
Awards
Shortlist
Print & Outdoor
Special Outdoor
Details
Categories:
Country:
Year:
Credits
Client:
Decathlon
Agency:
More Special Outdoor Works
-
Shortlist Print & Outdoor Special Outdoor
NO ONE MOVES SNOW LIKE GRISELDA
CYW / Madrid
-
Shortlist Print & Outdoor Special Outdoor
Fall Trimming
INGO Zurich / Zurich
-
Bronze Award Print & Outdoor Special Outdoor
Don’t grill yourself, you’re not a Whopper®
Zaraguza CZ / PragueWavemaker / Prague