War on Waste Fast Fashion Graveyard

A haunting immersive experience exposing the grim reality of fast-fashion landfill waste

Client:

ABC

The brief

To promote ABC’s disruptive War on Waste series, we were tasked with creating an equally disruptive campaign. We needed to do something quite difficult — speak to young distracted festival-goers at Splendour 2023 about the staggering volume of fast-fashion items that end up in landfill.

Our curious spark

How do you cut through the vibrant chaos of a festival to make a sobering statement? By not speaking down, and directly calling the audience out on their lack of care around sustainability. We wanted to poke, prod, and provoke — in the spirit of the show, we wanted to get our point across with a stunt that was in your face, it would be impossible to ignore.
A line of colourful shapes

Why this campaign matters

The activation aimed to shed light on the thousands of garments discarded after minimal use, many of which end up in landfills for centuries. Our challenge was to deliver this critical message to a demographic that were probably wearing ‘fast-fashion’ options at the moment they experienced the activation — sparking guilt, introspection, and action.

A line of colourful shapes

Activating curiosity and creativity

We created the Fast Fashion Graveyard — a striking visual installation featuring discarded festival wear “buried” in symbolic coffins. Cheeky tombstones marked single-use items, turning the waste problem into a thought-provoking spectacle that festival-goers couldn’t ignore.

Our immersive activation combined striking visuals with a poignant narrative:

Festival-goers wandered through rows of symbolic graves, offering a tangible representation of the waste problem.

Each headstone humorously epitomized the disposability of fast fashion, like “Here lies last year’s trend.”

We extended the campaign beyond the festival via social media, traditional media outlets, and influencer partnerships. Stunning visuals and thought-provoking stories amplified the conversation to an audience far beyond Splendour’s gates.
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Our curious crew at work

Every element of the Fast Fashion Graveyard was designed to challenge perceptions and inspire behavioural change. By blending creativity and purpose, we didn’t just educate — we prompted meaningful conversations about consumer habits and the long-term impacts of disposable fashion.

Proof that curiosity pays off

Festival impact

Thousands of attendees interacted with the activation, engaging deeply with its message.

Extended reach

Social media impressions and influencer collaborations amplified awareness to an audience of millions, and we also earned significant media coverage through our PR efforts.

Driving change

Conversations sparked by the activation encouraged festival-goers to rethink their fashion choices and go on to watch ABC’s ‘War on Waste’.

Lessons in curiosity

This campaign proved the power of using creativity to tackle societal challenges. By asking, “How do we visually represent the unseen impacts of fast fashion?” we created an activation that not only educated but inspired action.

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