“A GRUESOME FASHION COLLECTION, BUT IT SHOULD BE…"
Dutch railway deads tripled since 2016. The cause? Reckless behavior on and around train stations and railway crossings. The victims were teenagers in most cases. With educational and informative campaigns having zero to none effect in the past, we decided to make a statement that really hit home with this hard to reach target audience. We created Victim Fashion. A youth safety campaign disguised as a fashion label.CREATED BY ACCIDENT
For our campaign, we created a series of clothing pieces based on the actual clothing pieces of railroad victims. And turned those pieces into a gruesome collection. We launced our collection just as modern fashion brands would: unboxing video’s with fashion influencers, an exclusive runway show and an Instagram fashion account where we showcased the true stories behind every piece.
Victim Fashion quickly went viral. Our fashion collection captivated people for a full week. Sparking daily headlines and discussions as teenagers and adults alike were shocked by the images and the stories behind them. Because of this controversy, our social media account was taken down two weeks after the launch. But our message was already spread. Reaching 1.2 billion views in and outside the country.
CASE STUDY
CREDITS
ProRail, client
Ogilvy & Mather, agency
Paul Wagemakers, creative director
Arnout Robbe, creative director
Alice Isakson, creative
Carlijn Bijlsma, creative
Julie van der Meiden, creative
Tim van Aerschot, creative activation
Marina Le Roux, design
Eddo Hartmann, photographer
Lise van der Linden, costume & research
AWARDS
CLIO AWARDS, PR, SILVER
CLIO AWARDS, SOCIAL MEDIA, BRONZE
CRESTA AWARDS, INTEGRATED, WINNER
CRESTA AWARDS, CRAFT, WINNER
CRESTA AWARDS, HEALTHCARE, WINNER
CRESTA AWARDS, EXPERIENTIAL, WINNER
DUTCH CREATIVITY AWARDS, IMPACT, BRONZE
DUTCH CREATIVITY AWARDS, ART DIRECTION, BRONZE
SPIN AWARDS, SOCIAL BUSINESS, SILVER
INFLUENCER MARKETING AWARDS, CREATIVE CAMPAIGN, GOLD
INFLUENCER MARKETING AWARDS, GRAND PRIX