Background

We had a persistent problem, so we decided to wear it out. Single use plastic bags are the Earth’s greatest enemy, BUT they are convenient, cheap and useful. Our task was to come up with a solution that offered an alternative without making it inconvenient for people. For #IWillWearOutPlastic we teamed up with award winning fashion designer and influencer Masaba Gupta to create a line of dresses (bag clothes) that came with easily detachable bags integrated into the designs. So, whenever a bag was needed, you could pull out one from whatever you’re wearing and say no to Plastic forever. You were literally wearing the solution. Through the campaign Masaba also launched a challenge urging everyone to copy her designs. DIY videos were released to help people copy the concepts at home, so as many people as possible could wear ‘bag clothes’ when they went out and #BeatPlasticPollution

Describe the creative idea (40% of vote)

We collaborated with award winning designer Masaba Gupta to design a line of clothes with detachable bags on them. Every dress had an innovative design through which a detachable bag was part of the dress. The bag could be taken off, used and attached back to the dress with ease and whenever needed. We used fashion as a tool to convey that the best way to beat single use plastic is to always have a bag on yourself. Masaba went on to do something that most designers are strongly against. She openly called for everyone to start copying the line and encouraged knockoffs. DIY videos were also released through which people could learn to add detachable bags to clothes they already had at home. Thereby increasing the reach of the idea and making it effective across the population.

Describe the execution (40% of vote)

A collection of 9 ready to wear dresses with detachable bags integrated into the design. We used fashion as a tool to convey that the best way to beat single use plastic is to always have a bag on yourself. With these dresses, people were literally wearing the solution. The collection was launched at a media event livecast on FB and Insta, along with it the dresses went up for sale on House of Masaba’s ecommerce website and in stores in India and across the world. Masaba also urged everyone to copy her designs and DIY videos were released to help people replicate the concepts at home.

List the results (20% of vote)

In less than 3-weeks, over 150 dresses (costing between $140 and $420) were sold. But the idea wasn’t about selling dresses. The solution it epitomizes, in the form of bags being designed into the clothes has been discussed and appreciated by thousands on the Internet, including mentions and tweets by celebrities and influencers whose combined followers are in excess of 67 million people. Additionally, the DIY videos circulated online, as well as the challenge launched by designer Masaba Gupta, calling upon everyone to copy the designs and make their own ‘bag clothes’ is gaining traction. 3 weeks in, the campaign had garnered a media coverage of 152.4M and over 12.3 million Impressions and a Reach of over 6.2 million on social media (Twitter, Facebook, Instagram).