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LOOK THE PART, PAY THE PRICE
ROLE: AD
PROBLEM
Fast fashion contributes 10% of global carbon emissions and exploits workers, with many earning at little as $2 per day.
insight
Dress To Impress, a Roblox styling game with 250,000 monthly active players, has incorporated a sinister backstory through glitches that involves Lana, the nail technician, being kidnapped by a sinister organization named Saudade.
IDEA
Reveal the hidden cost of fast fashion by exposing Saudade as a sweatshop operation enslaving Lana to produce clothes. The group introduces Copycat Closet, a dupe of the VIP section available for free. But every identical piece comes with a price - polluting the game world with smoke and containing clues to Lana's plight.
LANA THE NAIL TECHNICIAN
Lana, the nail technician and most popular NPC in Dress to Impress, has gone missing. Fans have uncovered disturbing clues throughout the game and stay updated on her plight via her YouTube channel but still don't know her location.
CHARACTERS
Expand on the lore of fan favorite, Lana, and create a new character who's behind the games current mysteries.
XXI THE MOBSTER
New character XXI is the ruthless leader of Saudade, the sweatshop operation holding Lana captive and forcing her to make clothes for the game. He controls the game’s glitches through Copycat Closet, luring players with free fashion that slowly corrupts the game world.
RECURRING CHARACTER
NEW RELEASE
GAMEPLAY MODIFICATION
When items from the Copycat Closet are used by players, visible pollution like smoke begins to slowly fill the room. To clear, users must make the "sustainable" choice by purchasing the real VIP.
IN GAME EASTER EGGS
Each item "purchased" from the Copycat Closet will be embedded with a tag hinting at Lana's captivity. Input the code and find her held hostage in a sweatshop.
SOCIAL MEDIA
Lana’s story unfolds in real time with YouTube videos—direct from her channel. Follow along as new videos reveal disturbing clues about her captivity and the dark truth behind Saudade’s and XXI's fast fashion operation taking over DTI.
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