Description
While some kazakhstanis have tons of outmoded garments, and 40,000 tons of clothes annually are thrown away, for over 1,000,000 people in Kazakhstan clothes remain unavailable.
To raise awareness of unavailability of clothes, we made Unavailable Drop – picked an ordinary sweater from the pile of used clothes and made it the symbol of unavailability, disguised it as a fashion piece and offered it for sale at the unaffordable price of 9,999,999 KZT.
Campaign increased donations by 200%, allowing 15,000 people to receive clothes. One of the biggest Kazakhstani banks bought Unavailable Drop, helping Teplo Fund to install five new boxes.
This professional campaign titled 'The Unavailable Drop' was published in Kazakhstan in October, 2023. It was created for the brand: Teplo Charity, by ad agency: SEED. This Ambient and Integrated media campaign is related to the Fashion and Media industries and contains 2 media assets. It was submitted about 1 year ago.
Credits
Creative agency SEED, Almaty, Kazakhstan
Creative Director: Nail Muratov
General Director: Dmytro Volkov
Art Director: Renat Poposhev
Motion Designer: Ligay Vyacheslav
Business Development Director: Artur Karabajak
Senior Copywriter: Rassul Abidov
Creative Group Head: Sergei Alexanin
Designer: Ernest Toleutayev
