| Title | Blue Thread of Fate 2 |
| Brief | Torn clothes.People are ashamed to wear them.And they will buy a new one right away.But Decathlon saw an opportunity and turned these holes into sustainable ad spaces.The world's biggest sports retailer simply said to its customers:‘Stop overshopping and start wearing your visibly repaired activewear with pride’.With the help of influencers, we launched a campaign to encourage people to wear mended clothes with Decathlon-blue thread without any shame.We made free branded repair kits available for our customers and organised workshops to teach them how to fix their damaged pieces.A visibly repaired activewear is a statement that the wearer cares about the environment.Soon enough: people wearing blue thread repaired activewear as a statement appeared everywhere.and what a surprise, there were hardly any Decathlon brands in their shared content.These outfits - mostly from other brands - became organic ads for Decathlon. |
| Agency |
Wavemaker Hungary
|
| Campaign |
Blue Thread of Fate
|
| Advertiser |
Decathlon
|
| Brand |
Decathlon
|
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Case Study
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| Creative Director |
O....ya Sz.....vics Subscribers Only
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| Chief Creative Officer |
M...on Je.....ka Subscribers Only
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Z...án M....ei Subscribers Only
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M...on V..y Subscribers Only
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M...ós Pe.....cs Subscribers Only
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