Lee Cooper by Reliance Retail unveiled a campaign, Eco-ntribute on the occasion of World Environment Day. Taking their sustainability initiatives forward, the brand launched the world’s first jeans made of recycled cigarette butts. The campaign designed by Makani Creatives aims to sensitize and amplify the idea of conscious fashion through pioneering innovation in recycling.
To drive the campaign and deliver the sustainability message brand has installed 1000+ cigarette butt collection bins in 5 cities at various high engagement catchments like malls, stations corporate parks, etc to encourage people to dispose of cigarette butt responsibly at designated spots so that it can be recycled and put to good use eliminating its harmful effects to the environment.
A Lee cooper spokesperson, said, “In today’s hyper consumption oriented world of today, it is imperative to activate an important discourse of conscious fashion and importance of sustainability in the retail world. It is through innovative campaigns like Eco-ntribute that our voice can reach the correct audience and mobilize a moment to go green and Eco-ntribute.”
The Eco-ntribute campaign aims at embracing innovation with a purpose, rewriting the rules of denim production, and transforming discarded cigarette butts into iconic fashion statements.
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As part of the on-ground activation, the brand got a few young fashionistas to wear cigarette denims with quirky slogans written on them to engage audiences and playfully drive the message. In a nutshell, Lee Cooper personified the denim to connect better with the consumer of interest.
To inspire as many people as possible, the brand executed an exciting contest on social media by the name “Do Good Feel Better”. Participants posted Instagram content with photos/videos of one sustainable practice that they follow regularly, making the world a better place. A few lucky winners were gifted a massive sustainable hamper by the brand.
The campaign will be rolled out across various channels including social media and digital platforms to engage and connect with the audience. Through this campaign, Lee Cooper aims to amplify its message and spark meaningful conversations about sustainability.
