Copenhagen-based clothing brand Carlings tapped VIRTUE, the creative solutions arm of news organization Vice Media, for a campaign on responsible fashion amid news of the industry’s massive contribution to waste generation and pollution. The duo came up with a way for designers to take photographs of models wearing their designs without having to actually produce the clothing, made possible through augmented reality techniques.
Winning the Grand Prix in Digital Craft… Congratulations to Virtue Copenhagen, for the Address the Future campaign for @Carling! This is the first ever Digital Craft Grand Prix, won by Denmark #CannesLions pic.twitter.com/MGLUokDz96
— Cannes Lions (@Cannes_Lions) June 18, 2019
Main Image from Cannes Lions 2019 via Twitter