The Glue Society Directs Ecover’s New ‘Laundry Against Landfill’ Campaign

Australian art and directing collective The Glue Society has directed a new campaign for Ecover for London agency Uncommon.

Over 1000 items of clothing go to landfill every thirty seconds in the UK alone. It is no secret that fashion waste is negatively impacting our planet with most awareness campaigns centered around the new items we buy.

ECD Nils Leonard and the team at Uncommon wanted to move the conversation to focus on the clothes we already own, highlighting the environmental benefit of using Ecover to keep clothes in-use for longer and out of landfill.

They picked The Glue Society to direct the dramatic 60-second film. It sees a thousand pieces of clothing fall into landfill, whilst Professor Green makes a speech to camera atop a washing machine mid-wash before a synth organ anthem kicks in.

The campaign launched the day before London Fashion Week in an effort to raise awareness within the fashion community of the important issue.

As green leaders for the last 40 years, it was vital for Ecover to conduct a sustainable shoot. Production company Biscuit & Revolver/Will O’Rourke, through Ad-green conduct, ensured that all carbon involved with production was offset, all the clothing used on set was second hand and had been ethically sourced (it was also collected after the shoot by a clothing company called Clothes Aid which reuses second hand clothing) and the studio was part powered on renewable energy.