The Danish Environmental Protection Agency

Chemicals shouldn't be in fashion

Agency: WPP


The Danish Environmental Protection Agency has teamed up with MBA and the two Danish illustrators Anna Degnbol and Klara Graah to launch a special kind of t-shirt collection that doubles as frames of a stop-motion film that highlights the issues with clothing production and chemicals in fashion. The 190 white t-shirts have been collected from second-hand shops with each one being screen printed with a unique illustration, using eco-friendly ink. Meaning an animated story is revealed when the back of the t-shirts are seen in the right sequence.

This professional campaign titled 'Chemicals shouldn't be in fashion' was published in Denmark in November, 2021. It was created for the brand: The Danish Environmental Protection Agency, by ad agency: WPP. This Integrated medium campaign is related to the Fashion and Public Interest industries and contains 1 media asset. It was submitted over 2 years ago by Creative Director: Peter Michael Willer of PMW.


Advertising Agency: Mediacom Beyond Advertising, Copenhagen, Denmark
Creative Director: Peter Michael Willer
Senior Graphic Designer: Toke Krebs
Illustrator: Anna Degnbol
Illustrator: Klara Graah
Director Of Animation: Chris Bjerremose
Project Manager: Emilie Elmeskov
Junior Project Manager: Celine Waern
Dop: Mathias Starklint
Chief Lighting Technician: Jonas Møller
Production Assistent: Daniel Carl Hennings
Production Assistent: Helena Munch
Creative Strategy Director: Jesper Lysholdt

SuperValu Ireland
Johnnie Walker


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