The Electrolux ad is a call to avoid clothing waste and be more sustainable with the planet.
Sustainability is the new battle horse for brands. All of them, to a greater or lesser extent, advertise their particular fight against climate change in their advertising campaigns. This is the case of Wallapop and its manifesto for responsible consumption.
Now, Electrolux presents its new global campaign in which it puts the focus on the little use we give to garments. That leads to clothing waste and investment in new clothing that is not sustainable.
“Break the pattern” (“Break the pattern”) is the title of the Electrolux advert. It has been created by the agency Forsman & Bodenfors Stockholm and will be distributed globally. It has been directed by Nathanael Ericsson and produced by New Land.
The starting point is that of a woman who decides to do without her clothes. According to a study, clothes are discarded after ten uses. Of all textile products, 73% are incinerated or end up in landfills. Only 1% is recycled.
Through stylized images we see clothes floating in the air, as if they were thrown from the balcony. With a slight circular movement of the camera we see more and more garments floating, until they end up in the dump in the Atacama desert, Chile. In this desert, 39,000 tons of garments that cannot be recycled are thrown.
According to Nicholas Düfke, editor of the campaign: “When talking about clothes and sustainability, it is easy to put the focus on the production of the clothes. But little is said about the importance of making the clothes we have last as long as they are. possible. This is where Electrolux can play an important role and that is what we want to highlight from the campaign.”
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