To spark interest in the low engagement subject of laundry, our idea was to investigate the trends and innovations that would shape the future of clothing. At a time when 'sustainable', 'fast fashion' and 'wearable-tech' are key industry buzzwords, the narrative ponders whether we're on the verge of a dramatic shift that will transform the way we produce, wear and care for clothing. The 40-minute documentary features some of the world's most forward-thinking people, each sharing ideas and concerns for the future. To launch the film, pre-screenings were held on top tier sites within business, fashion, tech and sustainability before the official release across most mainstream video-sharing sites.
By providing value and unique storytelling that is different to what consumers are used to, we have managed to tap into ongoing conversations rather than "forcing" our messages out – something that the level of earned media & social engagement clearly proves. The content has even turned consumers and influencers into AEG brand ambassadors, sharing our story in their own networks.
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