Confronting the fashion

world with wet socks.

Client: GOAT Organic Apparel Agency: Lemon Scented Tea Creative director: Tim den Dam & Jan Bosch Copy: Klaas Verhoeven Art: Felix Leenders Client Team: Lavinia Bakker Production: Freshmen Media/ Nico Fliervoet Director: Joep Knevel DOP: Tjerk Muilwijk Edit: Jeff Harmunanto Grading: Gary Grade. Photograhhy: Marijn Wouters.

Insight: The textile industry is one of the world's biggest polluters, consuming vast amounts of energy and water while contributing to rising sea levels. If we don't change course, wet socks could become part of everyday life by 2050.

Strategy: Turn the distant threat of climate change into something people can instantly relate to by connecting rising sea levels to one of life's smallest everyday annoyances.

Results: We launched Global Warming Socks: sustainably made socks sold exclusively as a message in a bottle, filled with real seawater. A product that turned the threat of rising sea levels into something people could literally wear.