Bonfire is a fictional brand that tackles the red-hot issue of brands burning excess clothing as a result of fast fashion. The goal of this campaign is to inform our target audience of 15-24-year old’s on the impact that their favourite fast fashion brands have on the environment. Fast fashion is defined as a term that describes cheap designs moving quickly from catwalk to stores in order to capture and create new trends.

​

We launched our campaign with a set of Instagram posts to inspire curiosity and provide our solution. An in-store activation with H&M will create awareness and introduce the app, which is linked to the QR code on the clothing tags and the bonfire badge. The app provides all-inclusive information on fast fashion, the purpose of the campaign and how to get involved.