To promote its star product, a t-shirt made out of 100% recycled materials, the company – Everybody.World – chose to make an ad also made out of recycled video and audio.
The “Trash Tee” is the star product of a company called Everybody.World. The t-shirt is made from 100% processed waste cotton fibers. When its founders Iris Alonza and Carolina Crespo – both ex-American Apparel employees – reached out to director Anton du Preez, the latter thought it was obvious that the ad needed to be 100% recycled as well.
Together with agency Johannes Leonardo, they created the first 100% recycled ad, made out of 14-year old stock footage and audio snippets of PSAs from the 1950s. Where new footage was required, they shot on vintage Kodak film.
Agency: Johannes Leonardo
Production Company: Mixed Business, LLC
Editorial: Picture Farm
Color: The Mill, NYC
Film Processing: Fotokem
Creative Directors: Wesley Phelan, Matthew Edwards
Director: Anton du Preez
Director of Photography: Wes Cardino
Assistant Camera: Barry Goldman
Photographer: Sylve Colless
Editor: Winnie Cheung
Assistant Editor: Regina Spurlock
Post Producer: Leslie Yoon
Color Producer: Evan Bauer
Colorist: Mikey Rossiter
Sound Mix and Design: Richard Vossgatter
Fotokem Sales: Mary Chamberlain, Perry Suppa