The design and launch strategy of the piece were created by AKQA and Magma
In times of space travel, the brand Oriba and partners Cataguases and Dalila are launching the “Traje Terrestre” t-shirt, made with 100% organic Brazilian cotton, as a way of drawing attention to natural resources and little known as organic cotton. . All proceeds from sales will be donated to the Association of Labyrintheiras de Chã dos Pereiras, in Paraíba.
The initiative also wants to facilitate access for all brands to produce their own terrestrial suits, as opposed to space suits, which are expensive and complex. In the website http://trajeterrestre.com.br/the partners provided a step-by-step guide on how to produce a Brazilian organic cotton t-shirt in a sustainable way, both from an environmental, social and economic point of view.
For publicity, the launch has two films: a manifesto, which seeks to inspire people to see the earth from another perspective; and a documentary, which shows that unbridled consumption causes a great negative impact on the people who are planting. Filmed in the hinterland of Paraíba, the pieces have the mission of making people aware of the importance of investing in the planet and in the sustainability of our land. The entire design and launch strategy of “Ground Suit” was created by AKQA and Magma.
“We’ve developed complex, polluting, heavy and expensive technologies to explore what’s up there, but the first gesture that both an astronaut and billionaires make when leaving orbit is to look down and admire the Earth. So why not? look at what’s right under our feet?” asks Diego Machado, AKQA’s Global CCO.
