MR PRICE
Tagged By
This brief required us to conduct research on an environmental sustainability issue. Each issue was linked to a brand that operates within a related context and has the capacity and interest to contribute in a direct or indirect way. We were asked to create a disruptive campaign for our chosen brand to raise awareness of the selected environmental issue. I chose the combination of Mr Price and fast fashion. Mr Price is a South African fast fashion brand that caters to the youthful, fun and trendy South African market. The target audience for this campaign featured people between the ages of 14 and 25 who have a young, fun and sociable attitude. They are trendy, fashionable and focused on being bold. My campaign is titled “Tagged By” and is accompanied by the tagline “No one was harmed in the making of these clothes”.
I chose to focus on two insights which lead me to the development of my campaign. The first being that the fast fashion industry is known for cheap labour and child labour which can be seen with beaded and sequinned clothes. The second being that Mr Price aims for a sustainable culture within their brand and gets 34.5% of their merchandise from local suppliers. These two insights positioned Mr Price as a fast fashion brand who values job creation and safe working conditions over cheap labour. Through the manufacturing of clothes locally, Mr Price is taking a stand against cheap child labour. This lead to my message being that it is important for customers to understand who has made their clothes as this ensures people are not harmed by the clothing brands they buy from. The message for this campaign is “Know who made your clothes.” The objective of this campaign was to disrupt customer's perspective on clothes causing them to create a conversation about cheap labour and fast fashion. The specific objectives of the Tagged By campaign are to create a conversation around cheap labour by fast fashion brands. As well as being honest about Mr Price's standpoint on cheap labour and their unharmful impact on people. This strategy suited the specific target audience as it was trend focused and digital allowing them to contribute to conversations on social media platforms and share their part in the campaign.
I designed 3 executions over different contact points to create a multi-faceted disruptive campaign. I ensured that every element of the campaign was disruptive to Mr Price's usual offerings while sticking to their brand identity. The tagline and copy used throughout the various elements is bold and disrupted the customer's view on clothes. The first execution was an instore campaign disrupting traditional clothing labels which say for example “Made in China” by creating Mr Price clothing tags “Tagged by” followed by the name of the person who created the garment. This was made more trendy for millennials who grew up with the movie Toy Story where Andy wrote his name under the feet of his toys as the Mr Price employee who worked on the specific shoe would write their name underneath. The second and third executions were on social media platforms. I created various Instagram posts to disrupt Mr Price’s Instagram feed by placing modelled photoshoots in the factories where their clothes are manufactured. Along with this I designed posts which would have short facts about child labour with the message “Know who makes your clothes.” The caption of these posts would be a version of the tagline of the campaign as well as a call to action in the form of a link in bio. This link would take customers to the MRP Foundation Jumpstart website where they could understand Mr Price’s stand on cheap labour and what they are doing for South African textile workers.
