Carlings - The Last Statement T-Shirt

CHALLENGE

Ever since the beginning of youth culture, fashion has been a way to make a statement. But how do we reduce the environmental impact of fast fashion in a time where a climate crisis looms over this generation’s imminent future?


AUDIENCE

Gen-Z and Millenials in Key Nordic Markets (M/F)


STRATEGY

Today's youth have shown the world time and again that they are not afraid of speaking up and making a stand. With the launch of The Last Statement T-shirt we took a classic pillar of youth rebellion and reinvented it for the digital age to provide maximum social traction, but minimal environmental impact. 


SOLUTION

The Last Statement T-shirt features a graphical logo designed to serve as a tracking point for a smartphone. Using Spark AR, the technology behind Instagram's face filters and stickers, the phone can then digitally superimpose new designs on to the T-shirt. So every day, the t-shirt can display a new statement and design to get the message out there on Instagram — without ever having to buy another physical t-shirt. 

The campaign serves as an example of how digital augmentation and alteration can shape tomorrow's fashion industry. 


WATCH CASE VIDEO HERE


RESULTS

+12K impressions pr. T-shirt pr. month

+1.05B online readerships

The Last Statement T-shirt features a graphical logo designed to serve as a tracking point for a smartphone. Using Spark AR, the technology behind Instagram's face filters and stickers, the phone can then digitally superimpose new designs on to the T-shirt.


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Carlings - The Last Statement T-Shirt

With the launch of The Last Statement T-shirt we took a classic pillar of youth rebellion and reinvented it for the digital age to provide maximum social traction, but minimal environmental impact.

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