FASHION FILM (BRANDED)

WWF Conservation Collection - Accenture Song
Alice Fassi

Nominee

Title:	WWF Conservation Collection
Brand/Artist:	Accenture Song
Director:	Alice Fassi
Production Company:	C41
Agency:	Accenture Song
Instagram Tag:	@accenturesong @accentureitalia @davideboscacci @alessandrocandito @v3tro @mirko.canetti @annali_sa83 @iseetoomanythings @timodium @ilbrivio @uto.tia @sheismanti @ilariamarrano @flora_lovati @c41.eu @alice.fassi
How does this production embrace sustainability?:	With the WWF Conservation Collection we turned a polluting trend into a way to donate for the safeguard of our planet. The campaign has made people realize the true cost of Christmas jumpers, which is much higher than the purchase price. ​ By buying our ethical alternatives, they have avoided buying fast fashion ones and not just for this year but also for the future because, thanks to their high quality, our garments will last a long time, eliminating the need to buy more and contribute to the growing waste. Moreover, being a unique limited edition, they are highly desirable: a smart way to make people cherish them for a long time.​ The jumpers were made from recycled and recyclable wool by an Italian company that has received GRS and OEKO-TEX environmental certifications. Additionally, all labels, packaging, and materials used in the production and sales process were made from sustainable materials to ensure the highest level of environmental protection. The film production also prioritized environmental considerations, with settings and props constructed to minimize waste, CO2 emissions, and the use of materials harmful to the planet.
Synopsis:	The fast fashion industry has also reached Christmas jumpers with more than 35 million garments sold each year. Sad truth is that 95% of those items are made of plastic materials and in 78% of cases are only worn once before becoming rubbish. A growing trend that we cannot stop but at least we can make it sustainable with the WWF Conservation Collection.​ A capsule collection of Christmas jumpers mimicking the fast fashion ones, crafted from 100% recycled wool and dedicated to 4 iconic endangered species and their increasingly damaged habitat: the coolest and most responsible way to carry on the trending Christmas sweaters tradition. ​ To launch the collection, we created a film in line with the new brand positioning #WeAreThePanda, which sees WWF not only as the savior of animals, but as the savior of all species, including our own. The commercial starts with a classic fashion film style, making sustainability cooler than ever, but then takes an unexpected turn: the models start behaving like the animals portrayed on their jumpers, proving that it’s true after all: the panda is us.​ The campaign was enthusiastically received by the public and the press, with very positive interactions. The 3,000-piece collection sold out in just 72 hours and some jumpers were even resold at premium prices. Most importantly, we had a +33% increase in proceeds compared to the previous year.