May 21, 2024


Go Crack A Art

Electrolux spot | Communication Arts

Electrolux spot | Communication Arts

Responses by Joakim Blondell, art director Nicholas Düfke, writer and Johan Eghammer, artwork director, Forsman & Bodenfors.

Track record: “The way we address our clothing has a major impact on the setting. That is why Electrolux’s aim is to make garments very last twice as very long with half the environmental effect,” says Johan Eghammer. “To attain this objective, we will need to considerably modify the way we consume and, subsequently, deal with our dresses. This challenge aimed to lose light-weight on the adverse effects of our use and tear mentality and start a discussion on how to get better care of the apparel we now have.”

Design considering: “When talking about clothing and sustainability, the aim easily falls on the precise production of a garment. But the most sustainable clothes are the kinds we now have—in our closets,” suggests Nicholas Düfke. “If we can make them very last as extensive as feasible, it would make a big big difference for the ecosystem. The sight of the garment graveyard in the Atacama Desert is both frightening and mesmerizing—a highly effective visual and eye-opener to a damaged style chain.”

Problems: “Taking in the vastness of this problem,” says Joakim Blondell. “Only 1 p.c of clothes are recycled into new outfits the rest finishes up in landfills and garment graveyards throughout the world. The challenge is not only the generation of a garment it’s also the frequency of our consumption and how we consider treatment of our apparel and make them final more time. We are all part of the challenge, so we should be element of the solution.”

New classes: “We uncovered a excellent deal about apparel care,” claims Eghammer. “For example, 30° C (86° F) h2o [in your washing machine] will give you the exact clear end result as 40° C (104° F) but minimize your strength use appreciably. The tiny items make the huge variance in the conclusion we just have to have to relearn.”

Most loved details: “It was incredibly vital to get the music appropriate because it sets the tone in the complete job,” states Düfke. “It wanted to have some gravity but not be far too large, continue to carrying a hopeful message throughout to the viewers. Musical artist Hannes did a fantastic occupation on the go over of jazz singer Benard Ighner’s tune ‘Everything Ought to Transform.’ Nina Simone did a cover of it for her album Baltimore, so it is not an uncomplicated song to do justice.”

Time constraints: “Time constraints are normally the enemy of initiatives like this, but in this situation, it was a blessing,” says Blondell. “It pressured us to make uncomfortable decisions from the get-go to meet deadlines. When you really don’t have the luxurious of time, you find out how to be difficult and kill your darlings far more usually than not, you close up someplace improved.”

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