Win for Virtue’s virtual wardrobe


This year’s Digital Craft Grand Prix has gone to an ingenious innovation that seeks to balance the younger generation’s conflicting desire for personal self-expression and environmental sustainability.

Entered by Virtue Copenhagen on behalf of retailer Carlings, Address The Future tackles the fact that peer pressure makes young people reluctant to wear the same outfit twice on social media. It does this by providing digital tools that make it possible for young people to superimpose tailored clothing onto their online images. The environmental upside of this is a reduction of textile waste.

Jury president Rei Inamoto, founding partner of IxCo, said: “Before the event, I told the jury I would love to find something unexpected that has the potential to alter the course of the category or the industry. This winner might cause controversy, but I believe it was the most intellectually stimulating piece of work in the design craft category — addressing two critical issues: the environment and social media.”

The jury also awarded Gold Lions to France (2), the UK and US. Continuing an impressive performance at Cannes Lions 2019, Nike secured Gold for Never Ask, a Nike Football campaign entered by Wizz/Quad Group Paris and Wieden+Kennedy Amsterdam.

Harriet Palmer