This campaign announces the radio program ‘Made in misery’ in Peeters & Pichal on Radio 1. Sven Pichal travels to Bangladesh to look for the origin of his cheap t-shirt.
Mortierbrigade opened a pop-up shop in Antwerp on the 3rd of December. A shop that is completely transparent about the poor working environment: the poorly paid girls, the unreasonable owner and the bad house rules.
The question Radio 1 and mortierbrigade had was: will people buy a cheap t-shirt when they know in what circumstances it was made?
People were lured in with flyers and window sticker on which t-shirts of € 2.90 were advertised. Once people were in, they were confronted with the inhumane working environment. Everything was filmed by hidden cameras. The result: nobody wanted to buy a t-shirt that Saturday. If people see the conditions in which a cheap t-shirt is made, nobody wants to be involved.