Organic
Organic by John Patrick exists at the intersection of selfish and selfless. The brand is high-end fashion, but it's also made with high quality organic materials and pays its workers fair wages. It's an expensive yet ethical indulgence - a balance to people's indiscretions. Since buying the brand does good, wearing it lets you be bad. Welcome to the right side of wrong.
OUT OF HOME
EXPERIENTIAL
To launch the campaign, pop-up confessionals are placed near high fashion retail areas in major cities. In exchange for their confessions, intrigued shoppers receive invitations to launch parties at local boutiques.
DIGITAL
Contextually relevant page takeovers appear on articles covering scandals. Smoke pours out of the video in this execution, covering the page and leaving the banner ad in an inebriated state.
SOCIAL
Submitted confessions are used to start conversations with potential consumers through partnerships with popular confession apps Secret and Whisper.
EVENT
Boutique events showcase Organic’s fashion line and brand values by allowing attendees to try on the clothing in dressing rooms styled as confessionals. Submitted confessions are displayed throughout the stores to celebrate the right side of wrong.
MICROSITE
The Right Side of Wrong microsite is the central hub of the campaign and expands on Organic’s ethical business and production practices. Visitors can browse and shop Organic’s collections which are sorted by sin instead of style.