Oxfam extols the wonders of the worn

Directed by Lucrecia Taormina, through PRETTYBIRD, and created by Dentsu Creative, the film shows a young woman wondering what to wear for a night out. 

When a friend suggests Oxfam, the woman then takes to the catwalk in a succession of different topnotch threads all available from the charity.

The spot uses a motion-tracking VFX technique to alternate through different snazzy garments and accessories without the model breaking stride – showcasing the brand’s timeless styles through the decades. Every look in the film was sourced by stylist Celia Arias from the Oxfam Online Shop and all were returned as purchasable stock.

The campaign comes at a time of fast growth for the second-hand clothing market, with consumers looking to save pennies and cause less damage to the planet – particularly in contrast to the unsustainable fast fashion industry. 

As one of the founding members of the Ad Net Zero initiative, sustainability is a core objective of the Dentsu network.