| Titolo | Break the pattern |
| Agenzia | Forsman & Bodenfors Göteborg |
| Campagna | Break the pattern |
| Cliente | Electrolux |
| Marca | Electrolux |
| Data di Prima Diffusione/Publicazione | 2022 / 9 |
| Settore | Grandi elettrodomestici |
| Trama | To break this pattern, Swedish home appliance brand Electrolux wants to inspire consumers to take better care of their clothes. To demonstrate that used clothes still have value, Electrolux collaborated with Swedish fashion designer duo, Rave Review, to create a unique collection made from discarded clothing from the world’s second-largest garment graveyard – the Atacama Desert. The Atacama Desert in Chile has lately turned into a symbol of the acceleration of fast fashion and the rise of textile waste. According to the UNECE, 21 billion tons of clothes end up in landfill every year. In the Atacama Desert alone, approximately 39,000 tonnes of clothes are discarded every year. “With this campaign, we want to ignite curiosity and enable our consumers to change how we care for our clothes today. There are many, simple things we can do right now with existing technologies that will help us reach our goal to make our clothes last twice as long, with half the environmental impact by 2030”, says Thorsten Brandt, Global Head of Brand and Marketing at Electrolux. |
| Problema | The most sustainable clothes are the ones you already have, but on average clothes are worn only ten times and thrown away long before they need to be. |
| Tipo di Media | Interattivo |
| Lunghezza | |
| Advertising Manager | Dean Jackson |
| Advertising Manager | Emelie Demsell |
| Advertising Manager | Andrea Ottosson |
| Advertising Manager | Daina Lind |
| Advertising Manager | Annika Priou |
| Advertising Manager | Thorsten Brandt |
| Creative Director | Patrick O´Neil |
| Account Executive | Jessica Sjölin |
| Account Executive | Linus Larsson |
| Designer | Milly Björkman |
| Copywriter | Nicholas Dufke |
| Art Director | Joakim Blondell |
| Art Director | Johan Eghammer |
| Art Director | Asa Hammar |
| Digital Strategist | Peter Gaudiano |
| Strategist | Anita Rafiei |
| PR Strategist | Julia Samuelsson |
| Researcher | Jade Deconzac Mbay |
| Writer | Elisabeth Christensen |
| Casa di Produzione | Newland |
| Director | Natanael Ericsson |
| Direttore della fotografia | Niklas Johansson |
| Photographer Agency | XO MGMT |
| Executive Producer | Petra Johansson |
| Producer | Joi Persson |
| Grade Artist | Oskar Larsson |
| Post Produzione | Tint Post |
| Online Artist | Evelina Åström |
| Sound | Calle Buddee Roos |
| Sound | Ponytail Sound |
| Photographer | Jimmy Backius |
| Photographer | Marcus Kurn |
| Fashion design | Rave Review |
| Designer | Livia Schück |
| Designer | Josephine Bergqvist |
| Social Agency | F&B Daily |
| Social Client Director | Kitty Trogen |
| Account Executive, Social | Victoria Palmquist |
| Social Creative | Hanna Karlsson |
| Social Creative | Ine Bryhn |
| Social Designer | Maria Sylwan |
| Media Agency | Yahoo Amplify 360 |
| Post Produzione | F&B Studio |
| Web Production | F&B Inhouse |
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