Lions Creativity Logo


behind the scenes virtue

Copenhagen-based creative agency Virtue won over the 2019 Digital Craft jury after their mobile-based initiative ‘Address the Future’ won the Grand Prix. Their campaign sought to equip clothing brand Carlings fans with a 3D virtual dressing room, where they could try on millions of clothes digitally and with 0% impact on the environment. As well as showcasing masterful technical artistry, the entry sought to raise awareness of the environmental damage of fast fashion. The creative team and client behind this iconic piece of work deconstruct how it came to be, the highs and lows and how it has informed their work moving forwards