AIR PADDING
Environmental fashion ad campaign
AIR PADDING is an inflatable winter padded coat filled only with air. It was designed to protect geese from the dreadful down-harvesting process in which the bird's feathers are plucked while alive. In an effort to help the AIR PADDING design stand out among the tons of new winter jackets, the manufacturer signed an exclusive contract with MUSINSA, a highly popular fashion shopping app. A raffle event drew the participation of more than 100,000 users. An AIR PADDING commercial on MUSINSA went viral, drawing the attention of influencers and magazine reviewers.
Date of Launch
2020
Development Time
up to 12 months
Target Regions
Specific country/region: South Korea
Target Groups
Consumer / User