A mind-boggling idea took home the Grand Prix in Digital Craft at the Cannes Lions International Festival of Creativity this week. Norwegian Clothing brand Carlings and Virtue Copenhagen created an all-digital clothing collection for the "Address the Future" campaign. The items in the line lived only in the digital world. When shoppers purchased a piece, it would then be digitally tailored to fit them in an uploaded photo. The idea was meant to raise awareness to the environmental waste created by fashion—the demand for which has been increasing with the rise of social media.
Jury president Rei Inamoto, co-founder of Inamoto & Co, now known as IxCO, explained that the Digital Craft Jury looked for certain criteria: The winning work had to be inherently digital, in how it was made and how it was distributed. On top of that, it had to be “magical, memorable and groundbreaking,” he said.
The Carling campaign captured the jury’s attention because it addresses two important issues faced by humanity today: the environment and social media’s influence on our fashion habits. “We loved the potential impact this piece can have in 2019,” he said. “ It was the most intellectually stimulating piece of work in the entire category. It was the one piece that confused the jury in the most interesting way.”
Read about the other Craft Grand Prix winners here.