Shwopping

Creative Director / Writer / Director

Shwopping is a sustainability initiative from M&S (part of its internationally recognised Plan A CSR programme). Since launch in 2012, customers have ‘shwopped’ 25 million items of clothing, which have gone on to be resold (via Oxfam), re-used or recycled. In partnership with Oxfam, the ambition is to save 50 million garments from landfill by 2020.

I was tasked with coming up with an idea that reminded the public that M&S is THE place to shwop your unwanted items of clothing and re-introduce shwopping to key editors, journalists and opinion formers who they haven’t spoken to about the initiative for 18 months.