We created a fake fashion label called “Epic Escape” and launched it during the Berlin Fashion Week. But this was Fashion Week with a difference. The models were not models at all, but Syrian refugees, teasing the audience with brief captions about their escape experiences.

On a website the refugees described their dramatic and moving escape stories. We created a fashion range featuring the hashtag #humanitysuitsyoubest. Each purchase of the campaign sweater resulted in a donation to one of Betterplace’s refugee projects.

Ahead of the Berlin Fashion Week we used guerilla marketing in public spaces in Germany’s biggest cities. We spread the #humanitysuitsyoubest message with stickers, stenciled graffiti and projections on the facades of some iconic buildings. At the start of the Berlin Fashion Week we launched a print campaign featuring our refugees as models in a high-end fashion style. Here we highlighted an important number that was crucial to their escape. The posters featured a link to a website where their complete escape stories appeared. People could donate directly or purchase one of the #humanitysuitsyoubest fashion pieces.

Within hours the fashion range became a best seller at the Berlin Fashion Week. Additionally, the message became an instant trend in the German media and amongst bloggers, TV-, sports- and music celebrities.

Contacts: 1 Mio.

Likes: 44589

Scope: 866.706

Facebook Users reached: 230.000

Facebook Scope increased by: +650%

Campaign fashion pieces sold: 1.800