20.
Awa, a fashion brand to support the cocoa farmers in Ivory Coast
The seasonality of cocoa farming means that incomes for farmers are inconsistent. Farmers work for 6 month, and are free the rest of the year. We’ve also learned these farmers have passions in craft that are not fulfilled. In response, we’ve launched Awa, a fashion brand with garments designed by the cocoa farmers to generate income during the off-season.
Agency - Lola MullenLowe
Role - Creative Directors
Client - Magnum / Unilever
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Press
Vanity Fair, Evening Standard, Harper’s Bazaar, Marie Claire, Marca, Elle, Beau Monde, Edie, W&V, Madonna, Giornale Partite, Mark up, Textilia, Yahoo! News.
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The making of AWA
A CGI ambassador created using the data of cocoa farmers’ faces, bodies and voices. Awa represents the pursuit of pleasure of every farmer in Ivory Coast, their many unique hidden talents, their craft, and artistry. Awa is a symbol, a person and a brand of its own. Awa is a icon of collaborative entrepreneurship.
3D avatar development: Cameron James / Stills: Cameron James / Animation by ManVsMachine
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The Collection & Visual ID
The collecton is made of 20 unique designs co-created between Rebeca Zoro and 128 cocoa farmers from Ivory Coast.
