THE HOUDINI MENU

In a remarkable exercise in upcycling, Swedish outdoor sportswear brand Houdini set out to demonstrate just how environmentally-friendly its clothes are - by turning them into food.

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THE HOUDINI MENU

In a remarkable exercise in upcycling, Swedish outdoor sportswear brand Houdini set out to demonstrate just how environmentally-friendly its clothes are - by turning them into food.

Typically old and worn out Houdini biodegradable gear can be returned to the brand's store for repair, or to be recycled into new clothing.

However, for this campaign, director Sebastian Reed together with advertising agency McCann Stockholm put the clothes to a different use - composting them and turning them into soil and fertilizer for growing vegetables.

The vegetables grown were then prepared by Swedish celebrity Chef Sebastian Thureson in a fine meal enjoyed by Houdini customers.

Read more here.

Agency: McCann Stockholm
Director: Sebastian Reed
Executive Producer: Kristina Wibom
Producer: Linnéa Andersson, Sebastian O. Carlsson
DOP: Viktor Kumlin
Focus Puller: Max Devoon
Sound Technician: Max Petersen, Anton Enbom
Colourist: Martin Steinberg
Sound Edit: Redpipe
Online: Frost VFX

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