A powerful message in a sustainable sock
Groen is a green Flemish political party in Belgium. Its French-speaking equivalent is Ecolo; the two parties maintain close relations with each other.
Company Size: 10k members
Location: Flanders, Belgium
Extra: With this campaign they want to support “De warmste week”, a solidarity action of the Flemish Radio and Television Broadcasting Association.
Topic: Diversity & Inclusion
De Warmste Week, a VRT's solidarity action, which is organized annually in the week before Christmas, is starting again soon! This year it revolves around one central theme: 'Being able to be who you are.' Because everyone deserves that, right? The exact thoughts of the Flemish political party Groen. Together with creative agency Duke & Grace they called upon Sunday to set up a support campaign. We produced sustainable socks made out of recycled fish-nets to help spread Groen the message in the most impactful way imaginable. Using personalized wearables. For the design of the socks we could count on three strong, young designers, who illustrated each from their own perspective: daring to be different, diversity and body positivity. Curious who the designers were? Just read the full case and don’t forget to dare to be different or at least dare to be yourself.
This year “De Warmste Week” revolves around one central theme: 'Being able to be who you are.' Because everyone deserves that, right?
For Groen, an inclusive society and mental well-being should be at the heart of society as it is so closely related to some of the most pressing societal issues of our time. Check out how Sunday helped Groen express unity through personalized clothing.
Groen: a Flemish, progressive and green political party.
For political party Groen’s latest campaign we were contacted by Duke & Grace, a full-service communication agency. The Belgian agency was looking for a partner to help them develop and produce unique branded wearables for a solidarity action of the Flemish Radio and Television Broadcasting Association. Everyone deserves to be able to be who they are. With this theme, VRT launches its major solidarity campaign action “De Warmste Week” again. A message Groen wholeheartedly wanted to support, and that is why they set up a support campaign.
Together with Groen we believe that clothing is one of the most powerful tools of communication. Using clothing as a means of communication in a campaign related to or stemming from a company’s policy, it helps Groen spread the message in the most impactful way imaginable. As socks are a unisex product, they can be worn by anyone in any way. Completely coincides with the message, doesn't it?
Groen knew very well what they wanted but for the agency it was difficult to not only find a partner that could meet the party's requirements, but as they work with three different designers to meet the high demands of them as well. The designs of the illustrators were very detailed sketches, and that proved to be quite a challenge for many. Yet because of the special techniques we use, we were able to create the premium look that Groen was going for. Achieving these designs required a great amount of technical expertise, therefore Groen was very grateful since there wasn’t a lot of time left to launch the campaign.
Dare to be yourself with the geitenwollensokken of Groen
With a great deal of drumming, Sunday produced a collection of unique “geiten wollen sokken”! It was designed by three strong, young designers, each from their own perspective: daring to be different, diversity and body positivity.
Being able to be who you are is important to us at Groen.
That's why Groen asked illustrators Leticia Sere, Dimitri Sakelaropolus and Joëlle Dubois to design 'geitenwollensokken' to benefit De Warmste Week.
For Leticia Sere, being able to be who you are means: creating, being free, continuing to play tirelessly full of emotion with your own unique voice. She developed her socks around the theme dare to be different, it's okay to be a little different/to think different.
Being able to be who you are, for Dimitri Sakeropolus, means unabashedly acting silly with friends from all corners of the world, his design revolves around living together in a diverse world.
Letting go, accepting yourself and daring to be different is being able to be who you are according to Joelle Dubois, whose socks radiate the theme of body positivity.
A sustainable policy as a basic requirement for our society
Groen is the political party in Flanders that puts the battle for an ecologically sustainable world at the top of its agenda. A vision that perfectly matches with our ‘made-to-measure’ sustainability strategy. As they challenged us to push even further when it comes to sustainability, we developed together with our R&D team a solution to make socks out of recycled fish-nets and designed a packaging-solution using zero plastics.
So besides being elegant and stylish, the socks are also local and sustainable. In that way we made company fashion with a positive impact on our planet.
Wearables as a powerful tool of communication
As it’s the first collaboration between Duke & Grace and Sunday every box could be thickened off. They are fully convinced of the quality of the clothing and the sustainable materials we offer at Sunday. Next to that the communication between our design team, the illustrators and Groen went very smoothly. And as an extra Groen generates instant extra visibility online and offline, therefore reaching a whole new target audience. An added benefit that opened the door to company fashion and future projects with Sunday.
The money Groen raises with this sales campaign goes entirely to “De Warmste Week” Fund, which supports projects that ensure that everyone can be who they are. And with great pleasure Groen announced that they will double the proceeds! Because for them, mental well-being is high on the agenda. The freedom to be who you are and getting the right help when you're in a jam should be a given for everyone.
"For Groen, an inclusive society and mental well-being should be at the heart of society. Therefore, this year we are putting our best foot forward, sometimes literally, and selling 'goat wool socks'. The entire proceeds will be doubled by the party and will go integrally to De Warmste Week 2021," says Meyrem Almaci, chairwoman of Groen.”
You can really see on their socials how the socks seamlessly integrate with not only their brand identity, but with the identity of the illustrators and “De warmste week” as well. With a premium collection of quality & sustainable socks Groen will achieve the right results.