Uncool Influencers

Creative idea

​​Fast fashion generates high pollution. Uptostyle is the country's biggest online fashion magazine with sustainability as purpose. Whatever an influencer wears becomes a trend. We turned this around: if cool influencers make you buy clothes, uncool celebrities will make you avoid what they wear. Each post led to a different article/video on Uptostyle about alternatives to fast fashion. We sent DMs to the most followed Hungarian fashion Instagrammers, of them accidentally dressed as an uncool celebrity. 45% shared this post. We targeted ads in Facebook groups following H&M, Mago, Zara and Reserved Hungary.

Brand name: Uptostyle
Advertiser / client: Uptostyle
Product / service: Upstostyle
Campaign name: Uncool Influencers
Agency network:
Agency: DDB Budapest
Creative director: Karolina Galácz
Art director: Emese Gillotte, Márton Martos
Copywriter: Dorottya Tóth
Digital production: Zsófia Maul