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Journalist Choice
Paris, France
Coachtopia - "Coachtopia Holiday Campaign 2023 - Have a Wasty Holiday!" by Epica Awards 2024

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TitleCoachtopia Holiday Campaign 2023 - Have a Wasty Holiday!
BriefCoach was on a mission to reinvent what it means for a major fashion brand to be sustainable. Enter Coachtopia: a sub-brand dedicated to accelerating the transition towards a circular fashion economy by integrating sustainability into its DNA. From its inception, we have developed Coachtopia’s brand ecosystem, including its positioning, name, logo, typology, graphics, product copy, retail, website, social media and more.To celebrate the holiday gifting season, we worked with Coachtopia to craft a campaign to bring its “made with waste” mantra to life, repurposing the holiday season guilt around waste into a celebration of gifts made with waste. In this video, starring Lola Tung, we created a whimsical holiday tableaux in the style of a classic Christmas tale. Alongside Coachtopia’s signature bags made with repurposed materials, we also shined a light on its brand mascot, Wasty, who we imagined as a benevolent larger-than-life creature made up of ‘fashion waste’— leather scraps and deadstock fabrics. The resulting campaign aimed to reconcile Gen-Z’s passion for brands and products that encourage their self-expression and their anxieties around sustainability - painting a world where both commitments aren’t mutually exclusive and where the holiday spirit prevails.
Agency
Campaign Coachtopia Holiday Campaign 2023 - Have a Wasty Holiday!
Advertiser Coach
Brand Coachtopia

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Media Type Web Film
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Creative Director B...n Ph....ps Subscribers Only
Art Director S...n R....li Subscribers Only
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