SITUATION

The EU. After a century of destruction, probably one of the best ideas Europe has ever had. But even after more than 70 years of peace, the 2019 European elections became a test for the core values of a united Europe – democracy, tolerance, and peace.

IDEA

Time for ABOUT YOU – one of the largest online fashion shops in Europe – to not only make a fashion statement but to take a stand for our shared values and motivate young people to go vote. Making these elections all ABOUT YOUr choice. To show what it feels like to have no choice, on May 14 all 250.000 products were removed from the shop. All but one: The Choice Shirt – a limited edition design piece.

RESULTS

The shirt sold out within a few hours. Through the shop alone, over a million young people were mobilized to go vote. The turnout in Germany climbed from 48,1% to 61.5%. A success that was shared with the shirt owners. Because after the election The Choice Shirt turned into a voucher in the amount of the turnout. And of course, into a bold fashion statement for a united Europe.