Vinted turns the spotlight on overflowing wardrobes and consumption habits in a new ad campaign

Vilnius, 29 May 2024 - A picture says a thousand words. This was the idea behind a new advertising campaign currently running across Europe from Vinted, Europe's leading second-hand fashion platform, and Wolfstreet, an Amsterdam-based agency.

What's this video all about?

According to UN research, the average person buys 60% more clothing than 15 years ago, while each item is kept for only half as long. Consequently, our wardrobes become full of unworn clothes. With Vinted's recent campaign produced by Wolfstreet, ' Too Many', the medium is the message. The creators creatively show how we've all dreamily accumulated too much and suggest a solution that invites rather than preaches. The film draws attention to our excessive clothing possessions in a lighthearted way and what would happen if we wore everything we owned. By urging consumers to reconsider their relationship with clothing, the campaign encourages a shift towards more mindful and environmentally responsible fashion choices and supports the growing movement towards pre-loved fashion.

Emma Sullivan, Creative Director at Vinted, says, "We all have too many clothes, more than we could ever wear. With this campaign, we wanted to create a playful reminder to consume mindfully and give the things we don't really need a second life."

She adds, "The 'Too Many' Film allowed us to construct this world where every element, from cinematography to sound design, played a role in spotlighting our shared problem and easy solution. Our visual metaphor comes to life riding buses and walking streets to ultimately hail the viewer's attention. We are happy that this simple yet universal message resonated with our community globally."

For the campaign’s production, the team worked on creative ways to make the absurdity of having too many pre-loved items come to life. Jurriaan Kamps, Executive Producer at Wolfstreet, explains, "This particular production wasn’t just about sourcing a team but building an entire world. Given the multitude of scenes, roles, and extras, the process was complex and required extensive prep from our production team and director, Fabio de Frel. We collaborated with Emmy-Award nominee Jo Katsaras for costume design. Together, we created over 100 custom-made sculptural costumes, all from second-hand items we sourced."

Vinted's Impact Report, an independent study conducted by Vaayu showed that second-hand is better for people's wardrobe, wallet and climate. The community avoided net carbon emissions of over 679 kilotonnes CO2e in 2023, the equivalent emissions to around 512k return flights between London and Los Angeles.

The campaign is airing on TV and across various online and social channels in multiple European countries, starting with Denmark, Romania, Hungary, Lithuania, and Sweden. The film is currently going viral on social media, with organic views reaching more than 50 million this past week.

To watch the full campaign film click here, and for further imagery here.

Credits

• Brand: Vinted
• Production: Wolfstreet 
• Music: Massive Music