VinoSupraja, a sustainable and slow fashion brand, has launched an integrated campaign titled #KillerFashion in collaboration with agency The Minimalist.
The campaign features animals wearing fashionable attire speaking about how consumption of such fast fashion threatens their very existence. The brand urges viewers to make conscious fashion choices that do not harm animals.
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A statement revealed that generative AI and AR have been used for the campaign. It will be amplified by influencers and on OOH.
Vino Supraja, Founder, VinoSupraja, said, “Fashion has the potential to make a profound impact on the world. This might be the first time an Indian sustainable fashion brand has leveraged Generative AI to raise consumer awareness. Through this campaign, we want to raise awareness about the choices consumers can make to support fashion that is led ethically and sustainably with eco-conservation at the heart of it. With The Minimalist’s support, we are confident that our message will reach a wider audience, sparking important and the need-of-the-hour conversations.”
Sahil Vaidya, Co-founder, The Minimalist, added, “Partnering with VinoSupraja on the #KillerFashion campaign aligns perfectly with our agency’s ethos of creating meaningful and inventive campaigns that make a difference. The collaboration from this first-of-its-kind Generative AI campaign with VinoSupraja exemplifies our commitment to using our creative-tech skills for delivering thought provoking experiences for the audiences.”
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