The number of railway fatalities in The Netherland has tripled since 2016. To curb this dramatic rise, Dutch railway company ProRail had to get through to an elusive and often unfazed teenage audience. The target group is hard to reach and even harder to touch, impact was needed.
So, we disguised a railway safety campaign as a fashion label.
Influencers hyped the brand and invited followers to the launch at an Amsterdam fashion event. Before the cameras of the press and key influencers, the true story behind the collection was revealed.
All stories and items could be discovered in detail on the brand's Instagram and website.
Victim Fashion unleashed a discussion far beyond the target audience. It was debated worldwide on mainstream media and particularly social media platforms.
The campaign also raised the question if advertising sometimes goes too far, an interesting discussion in todays like-searching climate. Here is an article that talks about it:
AWARDS
The campaign has won eleven awards so far...
One Silver Spin Award for "Social Business"
Two Bronze ADCN awards. One for "Next - Impact" and one for "Craft - Art Direction"
Two The Influencer Marketing Awards - One Gold for "Most Creative Influencer Marketing Campaign" & a Grand Prix
Four Bronze Cresta awards in Integrated, Craft, Healthcare and Ambient & Experiential.
2 Clio awards - One bronze in Social Media and One Silver in PR
Ogilvy Social Lab Amsterdam
Year: 2018
ProRail
Concept: Paul Wagemaker, Arnout Robbe, Alice Isakson, Carlijn Bijlsma, Julie van der Meiden
Art Direction/Design: Paul Wagemaker, Marina le Roux, Paul Duijser
Copy/Concent: Arnout Robbe
Interaction Design: Marina le Roux, Paul Duijser
Technical realization: Tim van Aerschot (influencers & event), Swantje Hoppe (producer), Vanessa Janssen (producer),
Mariska Fransen (producer), Sanne Groot (producer), Lise van der Linden (costume preparation and research)
Account/Project management: Pauline Landa, Myrte de Jonge, Manja Schuurhof (PR), Ann Maes (PR)
Accountmanagement client-side: Fraukje van der Leeden, Jenny Hudepohl, Andy Wiemer
Production Party: Ogilvy | Social.Lab, The Oval Office (event)
Other: Tim van Aerschot (strategist), Joost van Liemt (strategist), Madzy Beynen (strategist), Eddo Hartmann (photographer),
Robin Pijpers (videographer), Obinna Mgbado (camera), Paul Wagemaker (creative director), Arnout Robbe (creative director),
Tolga Büyükdoğanay (executive creative director), Michael Jansen (executive creative director)
