Momus — campaign against fast fashion
Creative campaign to encourage people to rethink their own consumption behavior.
CLIENT
Thesis
YEAR
2018
CATEGORY
Branding
Campaign
SERVICES
Conception
Creative Direction
Set Design
Brand Identity
Brand Design
Website Design
Event Planning
INFO
As part of her diploma, founder Tanja designed a creative campaign against the fast fashion industry and implemented it within 7 months. The term Fast Fashion refers to the fast production of cheaply made fashion as produced by fashion giants like H&M, Zara and Primark.
The project was awarded with the Lace Needle Award in 2018.
CONTENTS
Campaign against the fast fashion industry to raise awareness of the industry’s negative social and environmental impact. The main target group was people who had previously given little thought to their own consumer behavior: people between the ages of 14 and 30. On the one hand, the campaign was intended to educate and encourage people to rethink their own consumption habits. At the same time, immediate solutions were to be shown and DIY ideas for upcycling offered.
PROCESS
Over the course of four months, I built the fake label Momus through social media – branding, imagery, and tone – all imitating the big fast-fashion brands. For the release event, I promoted discounts on the new collection in exchange for old clothing brought in by customers.
IMPACT
At the event itself, the campaign was revealed, and immediately afterward, DIY workshops were offered, led by female entrepreneurs from the sustainable fashion industry. The project was awarded the "Spitzen Nadel" by the Inkota network for the most innovative idea of 2018.
