Electrolux spot | Communication Arts
Responses by Joakim Blondell, art director Nicholas Düfke, author and Johan Eghammer, art director, Forsman & Bodenfors.
History: “The way we handle our dresses has a important impact on the setting. That’s why Electrolux’s goal is to make clothing last twice as very long with 50 percent the environmental impression,” says Johan Eghammer. “To get to this target, we require to greatly adjust the way we consume and, subsequently, deal with our clothes. This undertaking aimed to shed light on the unfavorable outcomes of our use and tear mentality and start out a conversation on how to get much better treatment of the apparel we presently have.”
Layout contemplating: “When chatting about dresses and sustainability, the concentrate very easily falls on the precise output of a garment. But the most sustainable apparel are the ones we now have—in our closets,” states Nicholas Düfke. “If we can make them last as extensive as attainable, it would make a huge variation for the atmosphere. The sight of the garment graveyard in the Atacama Desert is both equally terrifying and mesmerizing—a highly effective visible and eye-opener to a broken vogue chain.”
Worries: “Taking in the vastness of this challenge,” says Joakim Blondell. “Only 1 p.c of clothes are recycled into new clothes the rest finishes up in landfills and garment graveyards throughout the world. The issue is not only the manufacturing of a garment it is also the frequency of our consumption and how we choose care of our dresses and make them final for a longer period. We are all section of the problem, so we ought to be part of the option.”
New lessons: “We figured out a good offer about clothing care,” states Eghammer. “For instance, 30° C (86° F) water [in your washing machine] will give you the very same thoroughly clean final result as 40° C (104° F) but lower your vitality intake substantially. The minor factors make the significant difference in the close we just have to have to relearn.”
Beloved particulars: “It was pretty vital to get the tunes appropriate because it sets the tone in the complete task,” suggests Düfke. “It required to have some gravity but not be as well major, continue to carrying a hopeful message throughout to the audience. Musical artist Hannes did a great career on the go over of jazz singer Benard Ighner’s track ‘Everything Ought to Change.’ Nina Simone did a deal with of it for her album Baltimore, so it is not an simple music to do justice.”
Time constraints: “Time constraints are often the enemy of projects like this, but in this circumstance, it was a blessing,” claims Blondell. “It compelled us to make uncomfortable selections from the get-go to meet deadlines. When you never have the luxury of time, you understand how to be challenging and kill your darlings far more usually than not, you conclusion up someplace superior.”
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