WORK FOR GOOD CUT - PRINT

Tear Couture LookBook - Acid survivors Trust International (ASTI)
Charity

Shortlist

Title:	Tear Couture LookBook
Brand:	Acid survivors Trust International (ASTI)
Product/Service:	Charity
Client:	ASTi
Entrant Company:	McCann Health London, an IPG Health Company
Agency:	McCann Health London, an IPG Health Company
Production Company:	Rankin Creative
Creative Director:	Guy Swimer, Avril Furness, Eduardo Boldrini
Individual Credits:	Jonathan Kukathasan - IPG Health UK - President
Individual Credits:	Alex Frew - McCann Health London, an IPG Health Company - Managing Director
Individual Credits:	Mitch Brock - McCann Health London, an IPG Health Company - Associate Creative Director
Individual Credits:	Anthony Boulton - McCann Health London, an IPG Health Company - Design Director
Individual Credits:	Pauline Albert - McCann Health London, an IPG Health Company - Senior Designer
Individual Credits:	Imogen Drake - McCann Health London, an IPG Health Company - Junior Copywriter
Individual Credits:	Summer Wood - McCann Health London, an IPG Health Company - Junior Art Director
Individual Credits:	Ciara McGowan - IPG Health UK - Head of production
Individual Credits:	Daniel Jones - IPG Health UK - Integrated producer
Individual Credits:	Shanie Connard - IPG Health UK - Integrated producer
Individual Credits:	Martin Collins - IPG Health UK - Production Director
Individual Credits:	Louise Ringrose - IPG Health UK - Communications Director
Individual Credits:	Tatiana Court - IPG Health UK - Project Director
Individual Credits:	Jackie Waller - IPG Health UK - Director
Individual Credits:	Suzanne Deruyter - IPG Health UK - Animation Director
Individual Credits:	John Willows - IPG Health UK - Animator
Individual Credits:	Mark Lott - IPG Health UK - Artworker
Individual Credits:	Justine Hardman - IPG Health UK - Editor
Individual Credits:	Kat Day - IPG Health UK - Editor
Individual Credits:	Ben Grimes - IPG Health UK - Studio Director
Earth Prize:	90813
Notes for Judging:	Fashion hides a dark secret. Easy access to sulphuric acid, used in fashion manufacturing, is the cause of many acid attacks around the world. Acid Survivors Trust International (ASTi) released a report detailing the use of Sulphuric Acid by key industries, including Fashion & Textiles - and their role in the handling, storage and disposal of acid. The report connects the fashion industry directly to the increase of acid attacks around the world. ASTi wanted to shine a light on the Fashion industry's role in preventing acid violence. To talk to them, we reimagined a traditional fashion lookbook with a twist. Instead of supermodels, we featured Patricia LeFranc, an acid attack survivor, as shown through the lens of fashion photographer Rankin. The Lookbook sparked real commitment from the industry to make changes, shining a light on a dark issue and moving the needle towards safety in supply chains. Since the launch, ASTi has been in conversations with different fashion brands from the UK and Germany, such Primark, The British Fashion Council, Fashion Council Germany. Patricia’s story was heard the world over; 150+ pieces of press coverage across 30+ countries achieved 8 million+ views, alongside social media support from Nicole Scherzinger, Katie Piper and Tracey Emin. The Lookbook also led to an unprecedented 508% increase in visitors to ASTi's website and 1/3 increase in donations to the cause.
Additional Credits:	Rankin -Rankin Creative -Photographer Chelsea Stemple -Rankin Creative - Ex. Producer Kay Riley - Rankin Creative - Producer Veverley Luckings - Ber95 Agency - PR Jaf Shah - ASTi - Executive director Louise Ranger - ASTi - Social Media Manager