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Journalist Choice
Paris, France
Emmaüs - "Don't Wear It ? Give It !" by Epica Awards 2023

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TitleDon't Wear It ? Give It !
Title (original language)Si tu ne le portes pas, donne-le (anglais)
BriefCONTEXT: With the rise of second-hand platforms like Vinted, French people give less and less clothing to charities. They prefer to sell online what they no longer wear. However, for Emmaüs France, these clothing donations have been crucial for 70 years to raise funds and provide assistance. Without them, the very model of the association is at risk, threatening its mission to help those in need. How can we encourage people to donate clothes instead of selling everything on Vinted ? IDEA: In March 2023, we hacked Vinted to turn the largest second-hand platform in France into a media calling for clothing donations.We designed hundreds of itemsby twisting Vinted's tagline" Don't wear it? Sell it!"to "Don't wear it? Give it!" and posted them on the platform as real listings. For once, nothing was for sale : we used each item as a virtual billboard to urge users to donate clothing to Emmaüs.
Agency
Campaign Don't Wear It? Give It!
Advertiser Emmaüs
Brand Emmaüs

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