According to the UNEP, the world produces approximately 92 million tonnes of textile waste annually. While the clothing industry is booming, its impact on the environment is overwhelmingly negative. There are plenty of habits we can adopt to live more sustainably. Recycling, donating, or upcycling are a few ideas. But imagine if this whole fashion process were designed with nature in mind. What if a brand extends its care for the environment beyond its products, infusing this love for the planet into the way it advertises them?
That’s precisely what Chupps Footwear, India’s homegrown open-footwear brand, is doing; Crafting footwear designed to disappear responsibly, the brand found a brilliant way to communicate its eco-conscious values, erecting a billboard that fades when it rains. Developed in partnership with INTO Creative, the brand’s biodegradable billboard’s mission was to advertise the new Chupps footwear line and also spark a conversation on fashion waste and how this industry can thrive in line with the environment.
Unveiled in Bandra, Mumbai, the OOH panel was installed over the course of four days. Advertisers usually rely on aluminium, steel, PVC, or vinyl when building a billboard. But this is not the case with Chupps, which opted for some more earthly materials instead. Built on a massive bamboo frame, the installation was made from a blend of mud, clay, hay, and sawdust. As for the message, the brand settled for fresh limestone in exchange for white paint.
“Planted” outdoors, the billboard’s fate was left in nature’s hands. When the last monsoon showers hit, the raindrops helped the installation disappear under the eyes of some lucky observers.
Commenting on the project, Yashesh Mukhi, Founder of Chupps, said: “The future of fashion won’t be defined by how long it lasts, but by how gently it leaves. Our products are engineered with love for both our customers and the planet. We use technology that brings comfort and style that’s truly responsible, for our customers’ health and for the Earth. With this campaign, we want to start a conversation about endings — of products, of campaigns, and of waste. Because designing for endings is the only way to ensure a new beginning for our planet.”
“We chose to highlight what truly sets Chupps apart for the consumer, biodegradability. As India’s leading open-footwear brand, to go fully biodegradable, it was important for us to bring that promise to life in a tangible way. So, we built the billboard itself entirely from biodegradable materials. Setting up this billboard with all its organic components was a huge challenge, but thanks to the execution team, we managed to pull it off beautifully,” concluded Santosh Padhi (Paddy), Founder & Chief Creative Officer, INTO Creative.
Depending on the material they are made from, shoes can take up to 100 years to decompose. Developed using TruZero™ Bio Foam, Chupps’ new collection is set to disintegrate in approximately two years when discarded in a landfill environment.
CREDITS
Brand: Chupps
Agency: INTO Creative
