We chose a bold approach that initially appears completely counterintuitive - but precisely because of this, generates attention and awareness for a fundamental issue: a values-driven campaign that begins with radical self-reflection and honesty, and replaces marketing buzzwords with an authentic confrontation with responsibility, consumption, and change.

At the launch of the campaign, the webshop and social media accounts were temporarily taken over and brought to a standstill through the striking messages “Don’t Shop at ettics!” and “We are not sustainable” - statements that, without immediate explanation, caused irritation and captured attention. The four physical stores were also extensively covered with campaign assets, fully blocking the shop windows.

The actual campaign began with the reactivation of the social media accounts and, above all, a personal message from founder Lucas Bauer, which resolved the statement and the unexpected shutdown in terms of content: Do not shop at ettics if you believe that buying environmentally friendly fashion absolves you from contributing to climate protection. Only buy when you truly need something, because the world cannot simply be consumed “green”, and as a fashion label that produces new clothing, we can never be completely sustainable.

This not only explained the stance behind the campaign, but also marked the beginning of a new communicative direction. For the first time, Lucas moved fully into the spotlight as a person and sender, as part of a long-term approach. Authentic, direct, and consistent. At the same time, the new webshop (insert link) was launched, including transparent price breakdowns that make ecological and social costs comprehensible.

Immediately afterward, the holistic rollout of the campaign followed. Out-of-home visuals, packaging, guerrilla actions, social media, and performance marketing ensured visibility across all relevant touchpoints.

The campaign generated broad resonance across all channels - from social media and stores to the public space. The deliberate irritation acted as an effective conversation starter: users discussed, shared, and speculated about what lay behind the sudden standstill. As the underlying stance of the action unfolded, it was not only understood but also widely received positively.

The clear positioning set ettics apart from the competition - as a brand that dares to address issues transparently instead of offering easy answers. Choosing radical honesty over greenwashing promises created credibility and trust. Rather than shouting loudly, ettics demonstrated substance-driven values - and was perceived as a brand that doesn’t just communicate responsibility, but truly lives it.