The creative ideas that strike you as the most brilliant are so often the ones that were right under everyone’s noses. The ones that make you wonder, “OMG, why didn’t I think of that?”
They also tend to be simple ideas that are easy to put into practice.
Leo Burnett London and Action on Addiction have come up with a brilliant idea.
The program, The Dry/Clean Initiative, uses unclaimed dry cleaning to provide interview standard clothes for recovering addicts to help them restart their lives.
“Putting on that suit instantly changes the way you feel,” say ex-addict Debbie, in the case study video.
“You have more confidence. An interview is all about first impressions. I can walk into that room, head held high, and make sure I get that job.”
According to the case study, 15% of dry cleaning is never claimed in the UK.
The Dry/Clean Initiative has been in the works since August 2015. To kickstart the program, wine-stained button-down shirts were sent to CEOs of nationwide dry cleaners in the UK with hang tags that read: “We’re sure you can get [this stain] out. But for more than 1.4 million UK people, alcohol is a much bigger problem. And now there’s a simple way you can help.” Details about the initiative and an email address were included as was this message, “It’s a chance for someone who’s struggled with addiction to walk into a job interview and turn their life around.”
Action for Addiction also posted details about the initiative on its help-centre boards, to spread the word to recovering addicts.
The initiative is currently only happening in the UK, but Action on Addiction is hoping that it will expand its reach.
Credits
Client: Action on Addiction
Agency: Leo Burnett London
Creative directors: Darren Keff, Phillip Meyler & Adam Tucker
Art director: Laura Clark
Copywriter: Elliott Starr
Graphic designer: Stathi Kougianos
Account directors: Alex Fenton & Vienna Hartley
Agency producer: Nick Haley
Photographer: David Lidbetter
Director/production company: Nick Haley
Producer: Nick Haley
Editor: Nick Haley
Post production: Nick Haley @ Prodigious
Sound design: Nick Haley @ Prodigious
DoP: Chris DuMont
