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Paris, Frankreich
Salvation Army - "Truly Destroyed (Film)" by PHNX Awards 2023

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TitelTruly Destroyed (Film)
Agentur
Kampagne Truly Destroyed
Werbende The Salvation Army
Marke Salvation Army
Datum der ersten Ausstrahlung/Veröffentlichung 2022 / 5
Produkt Truly Destroyed collection
Geschäftsbereich Gemeinnützige Organisationen
Story In May 2022, Balenciaga launched a limited edition collection of “fully-destroyed sneakers”. These were literally run-down shoes, with battered rubber and severe rippings all over the fabric, selling for 1450€. The collection made the headlines of the fashion world and, without surprise, the internet had thoughts. Soon enough, it drew all kinds of reactions and criticism on social media. Comments such as “I can find those in the garbage can for free”, “paying thousands to look poor” or “how far can fashion go in the quest for luxury?” reflected the outrage with the brand’s aesthetic choice. With the debate this collection started, we saw an opportunity to shift the conversation to the reality of those who have no other option but to wear destroyed shoes: the homeless. To raise awareness for the problem of homelessness, we decided to launch our own limited edition. In partnership with Leger des Heils, the Dutch arm of the Salvation Army, we created “Truly Destroyed”, a collection of truly worn-out shoes, by real people living on the streets. Each pair of shoes is named after the person who wore them and the product details give context to the hardships they’ve been exposed to, such as “not waterproof”, “freezing winter worn-out effect”, “painful fit” or ”unsuitable for all weather types”. But the key aspect of our idea is that we would make our collection look exactly like the Balenciaga one. To emphasize the contrast of our message, we wanted our limited edition to completely mimick the Balenciaga one, using the same colours, style and photography as the fashion brand. In collaboration with Dutch fashion photographer Carli Hermés, we shot the homeless shoes like truly coveted fashion items. We created trulydestroyed.com, the antagonist version of Balenciaga’s “fully destroyed” website, where we displayed our collection for a good cause. Finally, we hijacked Sneakerness, a sneakers global event in Amsterdam, where we created a stand for our worn-out sneakers, extending our important message to all sneaker lovers. https://trulydestroyed.com
Medientyp Case Study
Länge
Client Partner Dutch Salvation Army ReShare
Production Cloudfactory / Unit C.M.A
Photography Carli Hermès
Creative Director César García
Creative Director Julio Álvarez