+++ NEW CAMPAIGN +++ MUMUMELON +++ VIOLATING COPYRIGHT, NOT THE PLANET +++
Dear Serious People
A big welcome to our new members. If you've joined because of mumumelon then apologies for telling you again about mumumelon. Usually we introduce our campaigns here first. Normal service will resume for our next launch.
When we started working on this project, we had a strong instinct that the world does not need yet another did you know fashion is bad for the environment campaign. So we set out to create the most positive campaign we could think of.
Fashion brands have spent decades creating today’s offshored supply chain. Now their billionaire owners basically tinker around the edges on climate and worker rights as if they weren’t the ones with the money and the power. This campaign is designed to draw attention to that failure to act.
mumumelon is a dupe activewear brand. A deliberate shameless copy of lululemon. Same soulless vibes. Fewer fossil fuels. It took us a matter of weeks to build a fake brand with products made by workers earning a living wage, in a wind and solar-powered factory. We launched with a real store in Marylebone High Street, real products, a website, fashion and yoga influencer partnerships and a major PR push.
In the first 10 days of the campaign, our brilliant partners Action Speaks Louder had a (very awkward) meeting with lululemon, our video has been shared many times (on Insta, TikTok, LinkedIn and YouTube) and the campaign has been covered extensively including Vogue Business ("Fashion responds when you speak its language"), Fast Company and World Trademark Review (!)
Here are two things you can do to support.
1. Share the campaign on the social links above and tag lululemon.
2. Forward this email to anyone you think might be interested to hear about it.
Bring on the lululawyers!
Campaign updates
Carspreading. An idea we created for Clean Cities to challenge the dangerous growth of SUVs on our shared streets, recently prompting a Transport for London safety review.
WeWingAnyCar.com, a campaign calling for fuel duty on private jets - Instagram LinkedIn is contributing to an increase in private jet flight taxes across Europe.
Visit Tottenham, our successful campaign to push Arsenal FC to drop Visit Rwanda as a sponsor.
A call for the legal profession to take its climate impact seriously, Why Daddy's Law Firm works for the Nice Oil Men.
Oilwell, a meditation app for the climate crisis. Oilwell helps you relax while PR agencies like Edelman continue to profit from their oil and gas clients.
Snake Oil and Gas, a simple question to share with the person in your life who negotiates large marketing contracts on behalf of pharmaceutical giants. As seen in Pharmaceutical Market Europe!
Assez Vert (Green Enough), a brand campaign we generously created on behalf of French bank Société Générale to celebrate their financial support for coal projects.
