The fashion industry is one of the biggest contributors to climate change with used clothes filling up landfills and the increased use of plastic in the production phase. Ultimately, our collective actions will not only lead to the destruction of the planet, but the extinction of human life as we know it. Our challenge was to come up with an effective way to reinforce this message, reflect on our actions and make people aware of Splash’s sustainable collections. Splash's Love The Planet initiative has turned the page on sustainable fashion production across all product lines, becoming not just the region's largest fast fashion brand, but also the most rewarded one for sustainability initiatives. We designed the annual Splash Fashion calendar to spread this message on a modest budget and distributed it directly to all Splash Fashions customers for the duration of the campaign.

To raise awareness on the impact of the fashion industry on our environment, we utilized the age-old calendar that is given away annually, but with a twist. People buy fashion apparel at an alarming rate, without any thought given to the impact the fashion industry has on our environment. This is even more true across the Middle East with high median income levels, a young and fashion-conscious demographic with the constant urge to showcase the latest fashion trends. Annual fashion calendars are also statement pieces designed to showcase the latest collections in an eye-catching manner. We created a calendar that enabled people to ponder our impact on the environment and turn a greener page each day through Splash's sustainable collections made from organic, water-conserving and completely safe materials for humans and our environment.

We created a fashion calendar with each month featuring a striking photograph and origami art, highlighting the destruction of the ecosystem and the positive actions Splash has taken to reduce its environmental impact. Every striking image of the calendar reinforced the thought that we as humans are ultimately the endangered species. The calendars were distributed to all Splash customers for the duration of the campaign, promoting Splash's sustainable collections and reminding people each day that eco-conscious choices go a long way towards protecting our environment.

When it comes to climate change, people only tend to truly care, when it has something to do with what they love. For people into fashion, our environment is most often an afterthought. At the same time, all customers aged 18 and above across the region look forward to the annual Splash Fashion calendar. We brought these thoughts together to create a calendar that is the envy of all, but with strong messaging the reinforces how limited time we have to tackle climate change and ensure a better future for generations to come. Each month features a striking photograph and origami art, highlighting the destruction of the ecosystem and the positive actions Splash has taken to reduce its environmental impact. Every striking image of the calendar reinforced the thought that we as humans are ultimately the endangered species. The calendar was distributed to all Splash customers, key influencers and partners.

In collaboration with a production studio, we shot models in makeup and clothing showing them trapped due to the impact of climate change, beside origami art models of wildlife and plantation that are endangered species. One month a woman is covered in water-like makeup and accessories - a metaphor for the rising sea levels and in another month a close up of a man with petrol-looking make up for the rise in CO2 emissions from the burning of fossil fuels, against a black origami oil drop. Each month featured these striking visuals with strong messaging on the impact of climate change and how Splash is tackling these issues.

Every page of the calendar could be taken out and used as a poster at home. A constant reminder of the changing world around us. The packaging of each calendar was also specially designed and created using sustainable paper.

1 million calendars distributed

40 million sustainable garments produced

20% increase in store visits

Everyone turned the page to Love The Planet

A step closer to saving the 'real' Endangered Species