DIRECTOR/EDITOR: Matt Gill PRODUCER: Bella Soto PRODUCER: Chenxi Liu
The Situation:
The team had to come up with a video campaign that targeted Gen Z and get them into thrifting their clothes instead of buying new.
The Insight:
Gen Z are big fans of “hauls”, which are videos where influencers go through a big bag of new clothes and review them. A lot of these clothes end up being worn once, and highlight the waste that is created by the fast fashion industry.
The Strategy:
Create commercials that feature startling statistics about how wasteful the fast fashion industry is and create the “anti-haul” by thrifting with ThredUp.
The Campaign:
ThredUp. Used to save.
Thrifting isn’t just something we do to save some money. Thrifting can be something we do to conserve our natural resources and even save the planet.
“Water Used, Water Saved” | :30
An exaggerated influencer pops into the frame and begins her haul. She pulls out items of clothes from an unmarked bag with little regard.
MAIREAD: Hey guys, I’m back with another haul
Throughout the short haul, Mairead makes it clear that she doesn’t care much about her newly purchased clothes and how disposable they are to her. A freeze frame bring her haul to an end.
VO: A new pair of jeans uses 283 gallons of water
SUPER: 283 gallons of water
VO: What if your next haul saved that water instead?
We hear a record scratch as the clip plays in reverse, soon revealing a second haul. This time, the influencer is less over the top as she goes into her ThredUp haul.
MAIREAD: Hi guys! Happy Friday! I’m back with another ThredUp haul!
She excitedly goes through her items. This influencer is visibly more invested in her clothes and clearly cares for them. She ends the haul focused on the jeans and how they may have started as someone else's but they’re new to her.
ENDTAG: ThredUP. Used to save.
“I only feel angry when I see waste. When I see people throwing away things we could use.”
— Mother Teresa