Life begins at 30° – A social media campaign built entirely with AI showcasing how campaigns can be brought to life without the need for traditional production. Based on insights collected from extensive research, the Turn to 30° Challenge encourages consumers to wash their clothes at 30° to promote garment longevity, reduce energy consumption, and support circular fashion (second-hand buying & selling).
CREATIVE DEVELOPMENT
STRATEGY
AI IMAGE & FILM CONTENT
DESIGN/LAYOUT
EDITING & POST
Social Media reels
Digital report – CTA’s lead to a report which highlights the benefits of turning to 30° and outlines how to take part in the Turn to 30° Challenge.
By inspiring a widespread behaviour shift, the campaign highlights sustainability leadership while creating an engaging community-driven movement.
AI generated OOH advertising – By washing at 30°, clothing life can be extend by up to 50% which prolongs their resale value in a circular fashion model where garments are washed more over their lifetime (pass it on).
AI Generated Stills and GIF campaign stickers – To create an AI film, high-quality still images are generated first. This approach offers a double benefit: it ensures visual consistency between stills and motion, while also providing a versatile set of assets that can be used across a variety of campaign materials.
Inspiration reels made using AI – By creating AI generated reels, it’s possible to kick start the campaign by providing inspiration and illustrate how to use the campaign stickers.
Virtual influencer
By training an AI model, it was possible to create a virtual influencer who takes on the role of a circular fashion advocate, and becomes the recognisable face of the campaign. Speaking directly to a sustainability-minded audience, the influencer inspires conscious clothing care while clearly explaining the mechanics of the Turn to 30° challenge. The influencer not only brings the campaign to life, but also makes the brand’s values tangible, relevant, and easy to engage with.
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