Wildlings creates Australia’s highest mountain peak via a new campaign for Clothing Please
Standing tall as a blight on the Australian landscape is Mount Garment. At 2460m above sea level and with a base diameter of more than 600m, it now towers 232m above Mount Kosciusko. This is the concept of a new Clothing Please campaign via Wildlings Creative.
Australia’s highest mountain isn’t a natural wonder, but a symbol of the nation’s overwhelming clothing waste crisis over the past decade. Layers upon layers of discarded garments, forgotten trends, and fleeting fashion fads have accumulated at a rate of more than 800,000 tonnes every year. At current rates, Mount Garment will keep growing by 14 metres every week.
Mark Keay, CEO of Clothing Please, said: “On average, Australians buy 15kg of clothing, or 56 new items, every year, making Australia one of the highest consumers of textiles per capita in the world. 90% of that clothing ends up contributing to Mount Garment.
“We’d encourage consumers to look for the Australian Fashion Trademark. To receive it, brands must meet the highest standards of authentic, creative, and high-quality design. It’s guided by the United Nations Development Goals, which encourage brands to assess their entire garment or product value chain, from design and sourcing to end-of-use considerations.”
Wildlings Creative Partner Matt Wilson said: “Despite its size, Mount Garment is a new low point in consumer fashion. Physically manifesting this problem normally hidden in warehouses and buried in landfill is designed to make the issue harder for manufacturers and consumers to ignore.”
Clothing Please are continually working to devise world-class initiatives to improve the design, recovery, reuse, and recycling of clothing.
For ways to tackle your own clothing waste, visit MountGarment.com or ClothingPlease.com.au.
Credits
Agency: Wildlings
Creative Partners: Matt Wilson, Pat Lennox, Ben Green
Head of Art: Neil Martin
3D Design: Nicols Gaviria
Fonts and Graphic Design: Garreth Bennett
Group Account Strategist: Nicole Lennox Gray
Group Account Director: Cait Totten
Account Manager: Jen Wong
Soundbyte
Voice Over and Sound Design: Lachlan Cooper and Brad Habib
Clothing Please & World of ECO
CEO: Mark Keay
16 Comments
This is brill. Great concept and amazing visuals
Love it!
The 3D work on the TV is on point. Excellent concept too.
Mt Evervest
I actually prefer this version. It’s far more authentic and impactful being made from real discarded garments which is the point.
https://www.tluxe.com/blogs/tluxe-blogg/7818501-help-stop-the-fast-fashion-mountain
Haters gonna hate. These guys are used to it.
Here’s how it could have been crafted:
https://mumbrella.com.au/sheridan-announces-sustainability-initiatives-with-campaign-that-creates-landscapes-out-of-bed-linen-590133
The idea is… Australia’s highest mountain.
You could always compare the craft/visual of any campaign to a hundred others, but it’s the concept that makes a campaign. Concept is King.
Great concept. Great visuals. Love it.
Loving this TV and outdoor campaign. Kick ass guys
This fact is actually insane and embarrassing.
The mountain of single use plastics that go into landfill each year in Australia would dwarf it.
New high! Best of year
But that mountain looks way too beautiful to represent waste and the website is a dolled up Geocities page.
This. Links into the last campaign beautifully. Great brand building.