Fairtrade unleashes ‘instant karma’

Fairtrade Australia and New Zealand has launched a new campaign designed to get people to choose FairTrade products.

The campaign features a video shot from the first person’s point of view, showing the immediate consequences of your actions, and invites the public to upload a video of their own showing an experience of good or bad karma.

The campaign is intended to build brand awareness for Fairtrade and the alternative products available to consumers.

Ben Akers, creative director at Republic of Everyone said in a release: “We wanted to develop a fun creative device that would help show people there are consequences associated with our everyday purchases – and what goes around, comes around.”

Fairtrade ANZ is asking consumers to share their experiences using the hashtag #fairtradekarma on social networks.

The campaign will also be communicated with posters, tri-card flyers in cafes, t-shirts for baristas to wear, and “lucky pants” – men’s underwear featuring a Fairtrade good karma logo. The campaign was launched as part of Fair Trade Fortnight, held in Melbourne from the 5-20 May.

The original films were directed by Dan Jamieson, with the participation of Chris Berents, and Cook & Archies café.


Client: Fairtrade ANZ
Agency: Republic of Everyone



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