Vanish, the Reckitt garment care brand committed to encouraging consumers to re-wear their clothes and raising awareness of clothing waste, has partnered with some of Europe’s … read morebiggest gamers and streamers to expand its #ReWear message into the world of gaming – hacking the virtual ‘fast fashion’ trend to drive awareness of the real-life clothing crisis in new and super-engaged audiences. #ReSkinChallenge sees high-profile gamers including CaptainPuffy, ShivFPS, FreyzPlayz and fifakillvizualz – who combined boast more than 4.4m Twitch subscribers and are known for their frenzied consumption of the latest skins and in-game clothes – uncharacteristically revert to a basic, default skin for a whole week. If this didn’t raise enough questions from their communities – and it did – they also wore the same physical outfit on their streams for the duration of the challenge, starting conversations among their fans. The big reveal came at the end of the week: that it was Vanish behind the #ReSkinChallenge all along, with a message to gamers to re-wear their clothes – both in-game, and in real life. The gamers then set their communities a challenge to play wearing their very first, or default, skin – with Vanish donating £20 to Oxfam for each stream shared. The innovative activation, created by Havas London and Havas Play with PR from One Green Bean, was designed to tap into the engaged gaming/streaming community and highlight the growing problem of virtual ‘fast fashion’ and real world clothing waste. In the UK, a staggering 350,000 tonnes of clothing are thrown away each year* –which Vanish is committed to raising awareness of through its #ReWear positioning and purpose to help clothes live longer. In online gaming, skins – mass-consumed visual effects or clothing that allows players to personalise their character in a purely aesthetic way – are a burgeoning virtual problem.
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