The “crusade” to find the perfect ethical client for Res Innovae.
Envisioning our final project while searching for a responsible brand.
Towards the end of our journey in the AD DISCOVERY AND CREATIVITY LAB, each team had to present some clients that they were thinking of approaching. Every team had the ability to chose a real client and carry out a digital campaign for them, but first we needed to introduce our choices to the rest of the class.
Res Innovae was an idea built upon some different axons. The epicenter was sustainability and social responsibility, so, with that in mind, we attempted to encounter brands that fit these criteria. Of course we concentrated our focus on small brands and NGOs.
Nofretitty
The first brand that caught our attention was Nofretitty, an alternative clothe-selling company. Nofretitty is a political and ecoconscious fashion brand based in Berlin founded in 2019 by the Humboldt University student Lina Richert . The brand’s goal is to celebrate women‘s beauty and raise awareness of body equality by putting nipples on fair trade/second hand clothing.
Why did this brand caught our eye, you may ask. In what many would find a strange concept, we saw true potential that would make a positive suggestion in the current fashion market. Among others, the major reasons for giving a shot to this brand was:
- Nofretitty is a small brand that hasn’t done any campaigns before and sells its products over an etsy shop and on flea markets.
- As aforementioned, the shirts are made sustainably from certified fair trade fabrics or second hand clothing, thus eco-friendly
- The t shirts themselves challenge the constructed ideals of beauty, giving a social meaning to the products.
Nofretitty definately is a very progressive brand and their motto sums up their whole identity;
“Fair, feminist fashion.”
Terra Conscious
Our second client choice was Terra Conscious, an NGO based in India. With a vision to mainstream responsible tourism in Goa, Terra Conscious is an effort by Puja Mitra and Roshan Gonsalves to change the way travellers engage with this little gem. Founded in February 2017, they are a marine conservation based social enterprise, based out of North Goa. Driven by a team of passionate conservationists, they are working towards empowering the local community through responsible marine, education oriented and coastal experiences, conducted through community partnerships.
Terra Conscious has won various awards throughout the years and the people there continue doing ana amazing job. The reasons why we gave this company a chance are:
- As a social enterprise, the mission is to maximize environmental and social impact.
- Through their travel experiences, they focus on creating awareness, building capacity of various stakeholders and enabling them to address the numerous conservation challenges at hand.
- Terra Conscious promotes a sustainable travel model while supporting local communities
Terra Conscious is the kind of initiative the world needs. You can visit their website by clicking here.
Laouta
Our third and final candidate was, contary to the other two, a greek brand called Laouta. Laouta is a small family business that sells cold process soaps, moisturizing oils, balms and other skincare products, inspired by traditional Mediterranean recipes.
What made us consider Laouta a worthwhile option was:
- Use of 100% natural, vegetarian and locally sourced ingredients (olive oil and wild herb extracts)
- The products are handmade from handpicked ingredients.
- The containers are 100% recyclable, biodegradable.
- Fair trade rules in both production and final pricing.
- Products do not involve animal testing.
The cosmetics industry is highly problematic in terms of the ingredients and the labor employed, so Laouta is totally a more responsible alternative.
The Final decision was made after thorough analysis of the potential each company had for a campaign and we ended up choosing Terra Conscious.
Click here for part 2 of the client selection saga.
Browse the profiles of the other members of Res Innovae for more stories about our assignments: Kim Münch, Danae Zouli, Margueritte Maze
Lab Instructor: Betty Tsakarestou
