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Originality and creativity of the idea

Who better to speak, discuss, and embody style, and by extension textiles, than Latvia's renowned hip-hop artist Ozols? In an effort to amplify the campaign's reach and visibility, we harnessed the popularity of Ozols by repurposing his recent hit "Style" into "Textile." This involved not only altering the lyrics and core message of the original song but also digitally transforming the existing music video by seamlessly integrating it into a vibrant red textile container. By repurposing existing material in this manner, the campaign effectively engaged audiences while adhering to sustainable principles of recycling. Additionally, the campaign's landing page underwent a redesign, leveraging the foundation of the previous campaign's webpage to create a refreshed and cohesive digital presence.

Definition of the problem and the relevance of the applied solutions

In line with the typical objectives of campaigns centered on social themes, the primary goal of the Style-Textile campaign was twofold: to enhance the visibility and recognition of the red Eco Baltia Vide containers, while simultaneously fostering awareness about the escalating issue of textile waste and the imperative of segregating it from other waste streams. Recognizing the importance of embedding textile sorting awareness within society, the campaign sought a creative and visually compelling solution with the potential to permeate pop culture. Consequently, a cover of the song "Style" by Ozols was selected as the cornerstone of the campaign's materials and initiatives.

Co-creation, stakeholder involvement and cooperation during the realisation process

The collaborative process behind the campaign involved engaging the original songwriter, Ozols, to re-record the revised lyrics for the new song, maintaining the same musical arrangement but with subtle alterations in both lyrics and vocal delivery. This transformation shifted the iconic refrain of "Style, style, style" to "textile, textile, textile," effectively aligning the song with the campaign's messaging. To seamlessly integrate the red textile container into the music video, Eco Baltia Vide provided a technical model (3D object) of the container, which was meticulously textured and incorporated into each frame of Ozols' "Style" video with the expertise of 3D artists and modelers. Furthermore, various graphic titles and animation elements were meticulously transposed from "STYLE" to "TEXTILE," ensuring cohesion and consistency throughout the visual presentation.

Functionality and technological solutions

Utilizing advanced 3D image tracking technology alongside 3D models, lighting techniques, editing tools, color correction, and 2D animation, the red textile container was seamlessly inserted into specific frames of the song's video, positioned behind the characters featured in the forefront of each scene. Despite its apparent simplicity, this task posed significant challenges, particularly due to the pre-existing visual intricacies present in the original music video, which were intentionally incorporated for aesthetic purposes. Consequently, inserting the 3D models into individual scenes necessitated meticulous frame-by-frame adjustments, involving frame movement registration and object masking through the meticulous application of the rotoscoping principle.

Aesthetics and other experiential dimensions

Using an existing aesthetic and visual design found in the original Ozols - Stils music video was a conscious decision, given the clear reference and relevance of this aesthetic to today's fast fashion culture. The aesthetic of the original video is all designed to resemble the logo, colours and materials of the popular logistics company DHL, thus representing contemporary 'shopping habits'. These shopping habits are directly linked to the main message of the Style - Textile campaign and at the same time are a habit that we want to highlight and ideally change. The design of the entire campaign in all the promotional material was in line with this pre-existing style from the "Style" video. This choice allowed us not to create new material, but to use existing material, and aptly represented the target audience of the campaign.

Economic significance, sustainability and circularity

Reusing as much as possible pre-existing materials, solutions (visual identity, web page base code, etc.) for the textile sorting campaign is the most thematically appropriate solution. This choice in itself supports and complements the main message of the campaign about "giving old clothes a second chance" and shows in practice that old things can become new with a little creativity and ingenuity.

Social relevance, inclusion, availability and accessibility

The campaign's mission is based on a social issue and problem, which is what was addressed. For the most active period of the campaign, an increased number of red containers were provided in Latvia, as well as the "Style Alley" campaign, which drew additional media and public attention to the issue of textile volume. The campaign reached younger audiences as well as the millennial segment (given Oak's widespread popularity among several age groups), which is the most economically active segment of society, including the purchase of new clothes and quick discarding. The majority of the campaign materials were deployed in a digital environment and the media strategy of the campaign was predominantly digital-only and deployed on digital platforms.

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