WACOAL UPCYLE COLLECTION

TitleWACOAL UPCYLE COLLECTION
BrandWACOAL
Product / ServiceWACOAL
CategoryF01. Consumer Products
EntrantTHAI WACOAL COMPANY LIMITED (BANG KHLO) Bangkok, THAILAND
Idea Creation WUNDERMAN THOMPSON Bangkok, THAILAND
PR VERVE PUBLIC RELATIONS CONSULTANCY Bangkok, THAILAND

Credits

Name Company Position
Park Wannasiri Wunderman Thompson Thailand Chief Creative Officer
Uraiwan Pongthavornsawat Wunderman Thompson Thailand Associate Creative Direct
Veerawin Suksantinunt Wunderman Thompson Thailand Senior Copywriter
Teerawat Kraiarb Wunderman Thompson Thailand Art Director

Background

Talking about bra in public is a taboo in Thailand. Women feel embarrassed and consider it private and personal. Without talking openly, few people know that 5,636 tons of old bras end up in landfills each year in Thailand. One bra can take 400 years to decompose, causing pollution and environmental problems. Wacoal wanted to raise awareness about this issue and encourage women to save the world by donating their old bras with us for proper disposal.

Describe the creative idea (40% of vote)

As a leading lingerie brand in Thailand, Wacoal has played an active role in raising awareness about global warming and waste management problems among Thais with our eco-friendly method of bra disintegration process. So, Wacoal in collaboration with Post-thesis’s designer created Upcycle Collection that made from 1,000 old bras to reveal bra’s inconvenient truth and launched during Bangkok Fashion Week to encourage women to donate their old bras at our shops reduce PM2.5 pollution and the impact of global warming.

Describe the execution (40% of vote)

Inspired by environmental problems, Wacoal Upcycle Collection is made of 1,000 old bras, deconstructed for materials such as bra straps, laces, bra cups, and hooks to make a brand-new design of dress, jacket, and accessories like bag and protective mask. Each piece reverberates with post-apocalyptic touch as the designer interpreted that if we don’t act now, humans will be impacted by nature and the end of the world is not so far. Wacoal Upcycle Collection was launched during Bangkok Fashion Week to catch attention of the public and fashion lovers who help spread our campaign.

List the results (20% of vote)

The campaign was a success. Wacoal Upcycle Collection can initiate conversation. There are 462,102 old bras donated nationwide. 255,908 USD PR value. 51 tons of waste reduced which saves 64 tons of substitutes coal-fired energy, lowering CO2 level by planting more than 8,929 trees.