The Danish Environmental Protection Agency has teamed up with ad agency MediaCom Beyond Advertising to launch one of a kind of t-shirts with a special story and an important message built into the design. The 190 white t-shirts have been collected from second-hand shops with each one being screen printed with eco-friendly ink with a unique illustration and typography from and the two danish illustrators Anna Degnbol and Klara Graah. The resulting animated story is revealed when the back of the t-shirts are seen in the right sequence.

See video here: https://vimeo.com/644736714/b0cfb09aeb

Design Team

Creative director: Peter Michael Willer Senior graphic designer: Toke Krebs Illustration: Klara Graah, Anna Degnbol Animation: Chris Bjerremose Speak: Sulka DOP: Mathias Starklint Light technician: Jonas Møller Production assistent: Helena Munch Production assistent: Daniel Carl Hennings Still photo: Sonja Lovdal Creative strategy director: Jesper Lysholdt Account & influencer Lead: Alberte Lynggard Project manager: Emilie Elmeskov Junior Project manager: Celine Waern Content strategist: Line Sidelmann Influencers: Mathias Ong - www.instagram.com/p/CV5U2J3MEY9/ Julie Hermann - www.instagram.com/p/CWD1t4QNpuO/ Signe Kragh - www.instagram.com/p/CWDw-WWsULN/

Danish agency MBA, short for Mediacom Beyond Advertising, has helped The Danish Environmental Protection Agency (part of the The Danish Ministry of Environment) with an informational campaign for 16-22 years olds. The campaign raises awareness of how most clothing production is harmful to the environment and can also be harmful to your skin, as well as the dubious and dangerous conditions workers at clothing factories face. The goal is to make viewers aware of the sustainability aspect and learn more about what they can do to tackle this, when they go shopping.

The campaign is titled "Chemicals shouldn't be in fashion" and present a t-shirt collection that doubles as frames for a stop-motion film. The t-shirts have been offered to the general public in a raffle supported by a selected group of danish streetwear and fashion influencers. The film launched on Social Media and Digital TV. The 190 white t-shirts have been collected from second-hand shops with each one being screen printed with eco-friendly ink with a unique illustration and typography from Anna Degnbol and Klara Graah. An animated story is revealed when the back of the t-shirts are seen in the right sequence. The last aspect was important, as a Creative Director, Peter Michael Willer says: "We wanted it to be made real, not just in after effects or digitally, in a physically way with a stop-motion animation method of taking a picture of each t-shirt and combining those". Film w/ english subtitles: https://vimeo.com/644736714/b0cfb09aeb Behind the scenes of the stop-motion making: https://vimeo.com/642253630/812831e398 Webpage (in danish) https://mst.dk/kemi/kemikalier/kemi-og-mode/

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