Top Italian fashion retailer, Coin wanted to celebrate the Earth Hour with an innovative campaign to raise awareness on environmental issues. I came up with the concept “Confess Your Green Sin” which developed into a series of viral videos, a website, and a promo.

 The idea was to ask people to confess their “environmental crimes” in order to enter the contest and win design gifts and vouchers by Coin. The videos were part of a social media campaign and were also broadcast in all stores. The call to action was for customers to send their own ‘crime’ to win.