'Laundry Against Landfill' is a powerful offbeat film – in which we see this shocking statistic brought to life, featuring Professor Green, who makes a moving speech directly to the camera while perched on top of a washing machine in full spin.
As the music builds, we pan out to see clothes drop all around him; this powerful visual demonstrates why we all need to consider the clothes we buy and keep. With that in mind, the film promotes Ecover's new laundry detergent, which features a new formula with plant-based ingredients that helps your clothes last longer.
The campaign launches at a pinnacle moment in the fashion industry's calendar, just as London Fashion Week kicks off today. The aim, according to Uncommon, is to "target the fashion community and raise attention around this important conversation". The London agency adds: "People are beginning to search and educate themselves more and more around how they can become less wasteful." The importance of this in relation to clothes is illustrated by research which shows that "extending the life of clothes by just nine extra months of active use would reduce carbon, water and waste footprints by around 20-30% each".
Impactful, guerrilla-style OOH also supports the campaign. All shot by renowned Brooklyn-based photographer Bobby Doherty. Doherty's playful nature brings colour and attitude to the shots of clothes and Ecover's new detergent range.
To prompt discussion of the problem of fashion waste, these visuals will appear in tactical flyposting around Fashion Week sites in London with lines including 'Fashion Week? Fashion Should Last Longer Than A Week'.
Nils Leonard, a co-founder of Uncommon, said: "A thousand items of clothing enter a landfill every 30 seconds in the UK. We wanted to visualise this powerful truth because words and data can often become white noise. Sometimes the most powerful thing to do is show people the reality of the situation. So we did. With a distorted synth organ solo."