WISH IDIDTHAT September 2025 – View Showcase

ABOUT THE WORK
Fast fashion moves quickly. Every second, another outfit is sold. And very soon ends up here in the Salvation Army donation bins. When something is bought cheap, there’s no real cost in giving it away. Because behind the gloss lies a brutal truth the fashion industry doesn’t want to talk about: The 160 million children trapped in child labour. Many in the fast fashion industry. We used the language of fashion against itself to expose its darkest secret. We created fake fast fashion brands, named after the regions most notorious for child labour, and sent fashion influencers what looked like the next big drop. Inside they found the kind of fast fashion they’re used to receiving – but in the sizes of the hands that made them.

DHAKA (the capital of Bangladesh) was vintage-inspired, layered with Bangladeshi symbols intertwined with subtle references to child labour: Kids tangled in yarn, needles pointed at a child’s balloon, buttons alongside coins. Even a faint small fingerprint smudge. From fashion feeds to mainstream media, the story brought the reality into plain sight, sparking a new conversation.

Results: 30 fashion influencer unboxing videos shared to 1.14m followers – 14 features across radio and digital publications – R2.8m earned media – Zero media spend.

CREDITS
Client/Brand: Salvation Army

Agency: Clockwork
Chief Creative Officer: Jacques Shalom
Creative Director: Marc de la Querra
Designers: Modungoa Sebokholi, Alexa Le Roux
Managing Director: Sergio Santos van Vuuren
Account Management: Ntandoyenkosinabadala Makhoba, Dineo Motshoane, Lindani Mkhize, Nqobile Sibiya, Chiara Barbosa, Seolebaleng Mothibe

*If your company collaborated on this project and you’re not featured, please contact studio@ididthat.co and we’ll help you become a member.