To launch the ‘buy one, give one’ Shwopping initiative for M&S, Unity used colour and scale to capture the hearts and minds of the British public and vividly demonstrate the amount of clothing ending up in landfill.

9,513 pieces (just five minute's worth) gave the problem scale and effectively dramatised future uses for old clothes. A ‘Shwop Lab’ housed within the street targeted fashion influencers, encouraging debate, experimentation and learning.

We inspired the British public with the possibilities in sustainable fashion. We showed that one of their biggest brands not only cared about making their world better but also had a means to do so. This made them happy.

Such was the success of the launch that Unity’s creative communications service was the only marketing discipline retained. After a two-year period of campaigning in the earned space, over six million items have been shwopped with a value of £4.5million to charity partner Oxfam.