This case takes a usually dry road safety topic and turns it into a fun and interactive experience. Instead of simply talking about visibility on the road, we created an experience that changed the perception of the fashion industry.

Due to lack of visibility, people are overlooked on Swiss roads, and dangerous accidents happen. Brands and consumers still pay too little attention to reflective elements in their collections. The mobility club Touring Club Switzerland and the Swiss Council for Accident Prevention wanted to draw attention to the topic with a campaign. With the aim that people consciously dress more visibly.

We created our own fashion label MADE VISIBLE because there were no stylish visibility products. With our own fashion collection, presented at the biggest fashion events, we wanted to lead by example to reach designers, textile producers, wholesale buyers, fashion magazines and influencers.

The mission was clear: With our own light-reflective collection, we led the example. Our looks and items inspired designers and textile producers to change their way of thinking so that? visibility is taken into account when designing and manufacturing clothing and accessories.? At the same time, awareness had to be raised among multipliers such as fashion journalists and lifestyle influencers to reach a broad audience.?

MADE VISIBLE used the two biggest fashion events in Switzerland and presented the unexpected highlight of the show: the streetwear collection “MADE VISIBLE collection 2020” with 10 looks and 32 items. For the collection, we collaborated with the two leading textile companies ROTOFIL fabrics SA and Schoeller Textil AG. We increased an affinity for our life-saving message among all target groups through an immersive experience at the events.?

3500 spectators (fashion editors, designers, etc.) were inspired at 2 fashion shows in Zurich and Geneva - 12.8 million media coverage in TV, newspapers, radio, and fashion magazines (Switzerland has 8.4m people) - 3.18 million Social Media reach and 1.3 million organic reach, incl. influencer - Partnerships with ON Shoes und Engagement Migros, Switzerland's most prominent retailer foundation - Well-known brands such as Adidas Runners and Freitag integrated our label into their collection - 39 brands featured on the new MADE VISIBLE webshop, such as Rukka, Skechers, Scott.