NRDC x Luka Sabbat
overview
Partnering with NRDC and Gen Z’s Luka Sabbat, we launched 'Unfortunately, Ready to Wear' at NYFW, using fashion to rally Gen Z around climate action today—and spark awareness of what’s at stake if they don’t.
Say: Campaigns & Media
Creative Strategy
Be: Branding & Consulting
Research & Insights
Do: Products & Experiences
Events & Experiential
Websites & Digital
Challenge
To engage Gen Z with the urgency of climate change, NRDC needed a creative breakthrough. How do we then make climate change–overwhelming, intangible, and urgent—feel actionable for them?
Solution
We brought climate change to the runway at NYFW. Unfortunately, Ready to Wear is a capsule collection of future-facing designs–—each piece addressing a specific climate threat like extreme storms or pollution.
In NYFW’s hottest venue, a 100-degree Milk Gallery, visitors encountered a four-piece adaptive design collection by Luka Sabbat alongside powerful imagery—from wildfire documentaries to interactive heat maps. The campaign lived on through an interactive microsite, sparking 840K Gen Z engagements and a 6.5x surge in action pledges.
outcome
pledges from NRDC first-timers
earned media impressions across The Cut, V Man, Interview & Fortune
million reach at our sweaty NYFW debut
microsite visitors in 3 weeks
of 840K social engagements from Gen Z