Greenpeace – Detox Fashion Advertisement

Detox FashionBack in November 2012 Greenpeace launched an advertisement video for their Detox Fashion campaign.  The aim of this campaign is have people join together and demand that big fashion brands clean up their supply chains.

It is said that you can tell next season’s hottest trend by looking at the colour of the rivers in Mexico and China. That’s because the global brands, such as Calvin Klein, use hazardous chemicals and dyes to make our clothes. These chemicals poison the rivers, and even traces of the chemicals end up remaining in many of the garments.

Detox FashionZARA earlier committed to clean up their supply chain after over 320,000 people joined the campaign calling on the brand to Detox. The advert that Greenpeace created for the campaign certainly had a role to play. It’s extremely well done and very enticing to watch. The advert itself is created with the intention of being a ‘movie trailer’ for a new film where we see factory workers take on the high-end companies, challenging them to clean up their act.

Detox FashionThe advert concept appears to be similar to the story of the Hunger Games, almost parodying it in a sense. It is a very well done short animation with people even making comments that they would love to see it turned into a film adaptation. What do you think about that?

Reviewing the Detox Fashion Trailer:
Cinematography/animation: 4/5

The animation quality is of a pretty high standard and very well done. However occasionally you can tell that there was a bit of variation between the quality of the character drawings which lets it down a bit. You may choose to forgive the lapse in quality when considering the camera cuts that the advert employs. With the pans and zooming in of the characters, you can really feel the pace of the trailer and can almost imagine the excitement it would bring if it was actually a real film. 4/5

Message: 4/5

The messaging, that high-end brands need to clean up their act, is beautifully given through the employment of a movie trailer. However in my opinion, because of the fact that it is a movie trailer, you are left with a sense of wanting to watch a film version rather than thinking that real life fashion brands need to clean up their supply chain. By being left with thoughts of wanting to see a film adaptation and not truly focusing on the purpose of the campaign, the messaging becomes obscured in the advert and therefore I will give it a 4/5.

Pace: 5/5

The pace of the trailer easily rivals that of popular action film trailers. You are left wanting more of it, which suggests the pace of the trailer is perfect for making you think at the end that you want to know and see more. 5/5

Sound: 5/5

The soundtrack is very well done and keeps up the pace and action of the trailer. The blend between the soundtrack and voice overs is well crafted and the sounds don’t fight for supremacy making it very easy to watch and listen to. 5/5

Overall: 4.5/5


What about you?
Would you like to see this made into a film? Will you become a part of the campaign? I’d love to see your feedback in the comments below.

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