the dry/clean initiative

Concept - Initiative - Online Film - Poster - DM - Art Direction- Leo Burnett

What happens to all of the dry-cleaning that customers never return to collect?

It's reported that 15% is never claimed.

the dry/clean initiative was developed in collaboration with Action on Addiction to repurpose the masses of unclaimed formal wear from dry-cleaners across the UK.

By fitting out ex-addicts with sharp suits the Initiative helps them to rebuild their confidence and make a strong first impression in job interview situations.

Copywriter: Elliott Starr

Creative Directors: Phillip Meyler and Darren Keff