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Electrolux: Break The Pattern
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Swedish home appliance brand Electrolux wants to inspire consumers to break the pattern and take better care of their clothes in their new global campaign by Forsman & Bodenfors. 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. The new global brand campaign from Electrolux is an urge to break the pattern and aims to inspire consumers to find new ways to keep their clothes for longer. That is why Electrolux, and designer duo Rave Review, known for their colourful, up-cycled, and high-end collections, made such a good match. Together they had a mission: Giving new life to discarded clothes retrieved from the Atacama garment graveyard. The result is the world’s first Atacama up-cycled fashion collection. The campaign is developed in cooperation with the global creative collective Forsman & Bodenfors. The campaign ‘Break the pattern’ will launch globally in Europe, Asia, North America, and South America. The campaign includes a hero film, in-depth film, key visuals, Atacama up-cycled fashion collection, social media content, PR, native articles, and local influencer collaboration to help spread the word about the campaign.
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