The manufacturing of brand-new jeans consumes about 11,000 litres of water a pair. That’s a lot! Myrorna want people to save the water supplies by buying second hand. This campaign is an eye-opening way to create awareness of the massive amounts of water being used in the jeans industry. By giving precise examples of what 11,000 litres of water in a home environment actually really is, we want people to react.
Myrorna is a second-hand chain whose profits go to people who are in difficulty. In the summer of 2015 we began a long-term partnership where the goal is to enhance their profile, rejuvenate the target audience, increase reuse and create the conditions for occupational training and social work. With integrated campaigns we will increase sales and establish Myrorna as an alternative to the big chain stores, primarily within fashion and interior design.