Amazon Fashion
#SaySomethingNice
Credits:
Client: Amazon Fashion
Creative Lead, Copywriter: Ian Gambier
Creative Lead, Art Director: Janelle Feliciano
Creative Director: Iskra Tsaneva
Insight
Judgement is everywhere.
Having just launched in Europe, Amazon Fashion found itself at the centre of a toxic online community. Instead of a celebration of personal style, the fashion world had become a toxic playground where trash-talking and slut-shaming was an everyday occurrence. In one survey, 83% of women admitted to judging people based on how they dress.
Idea
A dose of positivity.
‘Say Something Nice’ is a social movement to unite Europe’s favourite fashion influencers against body shaming.
We launched with a film starring 8 influencers, who speak openly and honestly about their experience with judgmental comments when it comes to their personal style. It concludes with a pledge to #SaySomethingNice — turning judgments into compliments for a whole month.
Impact
Going global.
From India to the US, our campaign received global coverage and spread a message of positivity to people all over the world. #SaySomethingNice got 3 million organic video views, boosting Amazon Fashion’s voice and encouraging the industry to be a little less shame-y.
“These fashion bloggers are uniting to stop body-shaming.”
— Who What Wear
“Top fashion bloggers band together for a body-positive campaign.”
— ELLE