Overhauling Haul Culture: Vinted's 'No New Clothes' Challenge
Brand Champions
Brand Champions will unlock the potential of your brand by tackling your gritty problems that are holding you back.
Hope you’re ready to be called out in this week’s #FridayAd – because we certainly are!
Vinted is slapping back against today’s overconsumption culture with their ‘No New Clothes’ campaign.
The video shows people carrying their guilty pleasures – whether it be multiple hats, bags, scarves or coats – talk about literal materialistic baggage. The campaign was created by the Dutch agency, Wolfstreet and they’ve played into the guilt card extremely well.
‘Haul culture’ is something that’s become increasingly popular with the boom of social media and it often glamorises overindulgence in clothing. I am certainly guilty of that but have never quite thought of it in this way, which is why my marketing mind was screaming when I read the words ‘reset your relationship with fashion’.
The ‘No New Clothes Challenge’ is all about making the most of what you already have, with the aim to create a halt in companies overproducing products, ultimately having a positive impact on the environment. Don't get me wrong, the production of clothes is still bad for the environment, but the less the better right?
As Vinted is all about second-hand clothes and recycling, this campaign feels right up their street, totally relevant to their brand (which we don’t always see with environmental campaigns).
Campaigns that set out to use guilt can be tricky, but Vinted’s use is so subtle, telling and relatable that we were immediately drawn to it. I think we all saw ourselves in that video, and that is the magic of good marketing.
Bravo, Vinted, I feel called out and will be thinking twice before I buy something I don’t need, which shows how impactful this ad was. Thumbs up from us.
Watch the ad here: https://www.instagram.com/reel/C7XV7gIyHgR/?igsh=MTg0enljNzlwcWJoYg==
Elevating LGBTQ+ & Non-Binary Voices and Empowering Women | Innovative Marketer Dedicated to Inclusive Transformation
7 个月As Fiona and I chatted this over for this weeks podcasts some harsh realities hit me. It’s a real thought provoker this one, I feel slightly uncomfortable that there are people out there who literally have to wear everything they own but the ad does what it sets out to do which is make us think about these purchases
Here to help you move past whatever is holding you back. Clinical Hypnotherapist specialising in anxiety, confidence & mindset. Claim the life and the career you deserve. Make your business goals a reality.
8 个月Love this so much...Such a simple yet effective creative concept ??