ANTI-ECO 2010-2011

GOAL

Launch a progressive, irreverent environment-friendly brand with a powerful message.

APPROACH

100% organic. 100% original.

Break through with an irreverent name / voice, but a pure cause. With the intention to wink at the green trend, our debut in-house brand-lab project, 'Anti-eco', is a brand that does not hold back. Sarcastic, sadistic, pessimistic and completely unruly, all of its products are made from 100% organic and recyclable material.

RESULTS

While the brand has a niche following, the attention it has captured is widespread. At its launch, blogs globally were bitten by the marketing (and the cause), including mentions by David de Rothschild and Margaret Cho. The brand's e-commerce site has sold out twice of the new line.