✨ Reusing is more present in our daily lives than we thought. However, when we want to buy something we usually think about new products. This campaign is a reflection to promote a more human way of consuming, by changing people’s mentalities.
A change that top model Jon Kortajarena has experienced himself in the past few years, collaborating with Greenpeace and refusing to promote fast fashion.
Together with the photographer Xema Yuste, we shot 6 photos materializing the pressures that pushed people to consume new things, even if we don’t need it.
Via a billboard in the center of Madrid, we offered the photos to the media, daring them to launch a report about conscious consumption. We also launched an Instagram video that reached more than 1.1M organic visits in less than 24hours.
The good news is that S Moda, the monthly magazine of El País published it. And this meant appearing for free in the most widely read Spanish-language newspaper in the world!Creative supervisors: Ana Seró, Carlos Gómez.
Head of Creative: Natacha Cano
Project Manager: Marta Lázaro
Brand VP: Rubén Navarro
Creative agency: Jesús Revuelta & MONO Madrid