Copywriter/Creative
I love to connect with people.
RW&Co.
National Advertising Challenge
Student Competition Fall 2021
Here's a campaign I did with some of my super talented classmates.
While it didn't win the competetions, we did get a special call out from RW&Co. for our work.
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The whole idea was that their clientele looks at sustainability as granola. While they'd do the right thing and buy sustainable if they could, they don't want to look like Shaggy from Scooby-Doo. So we came up with sustainability you can't see.
Experiential Element
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Bay Street Green Space
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Sure, you can imagine sustainability in green spaces and parks around the city, but we
want to bring it to where you don't immediately expect to find it: Downtown, Bay Street.
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Bay street and Toronto's financial district is full of grand buildings with large plazas connecting them.
We want to take over one of these plazas and turn it into a forested green space in partnership with Nature Canada.
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The public can walk through our green space on a trail and along the way find
glass box display cases of the RWResponsible clothing line.
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Challenge:
Create a campaign that positions RW&CO as a sustainable fashion brand by highlighting the steps they are taking to address the fashion industry’s exponential carbon footprint.
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​Target:
Primary: New Generation Z consumers who are willing to pay more for clothes if it does good for the environment.
Secondary: Current RW&CO customers – primarily men and women age 25-35, located in cities, with 100k+ household income and working full-time.
Insight:
Although 58% of consumers said that they would be willing to pay more for sustainable goods, the biggest driver remains how the clothes look with if it is sustainable coming second. Consumers don't want to feel like they have to give up their style in order to be sustainable.
Consumers are not looking for grand promises, they want clear actions and transparent messaging around what companies are doing with clear evidence to back up their claims.
Big Idea:
Sustainability you can't see.
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Collaborators:
Accounts/Strategist - Erika McCall
Art Director/Strategist - Madison Rogers
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