Uncommon designs activist accessory
Uncommon uses creative design as a warning in its latest stunt aimed at climate activists.
‘Lifeline’, which launched during New York Climate Week, is essentially a tote bag that transforms into a self-inflating life jacket in roughly 15 seconds, but its message is deeper.
Built by a small collective of artists, led by Phil Le Brun and Gabriela Mestriner, it is not for sale and was never intended to be. Instead, it exists as a piece of speculative design aimed at climate protest awareness.
While it's a bit of a shame that the garment (can we call it that?) won’t be available for widespread adoption, given its memetic appeal, the design certainly fits into the agency’s legacy of dabbling in activism.
At first glance, ‘Lifeline’ looks like the sort of tote bag you'd sling over your shoulder on the morning commute. Unzip it, pull it over your head and activate the inflation system; however, it’s revealed to be an upcycled life vest in disguise.
The insight
Recent years have seen repeated images of New York subway stations filling with water during extreme rainfall events, which led Lifeline to imagine such a device becoming everyday equipment.
The project takes the logic of climate adaptation to an absurd but believable conclusion. As Phil Le Brun put it: "The overarching principle for this project is an essential that shouldn't exist."
It’s also very ‘Uncommon’ to merge fashion with wider global issues. We’re reminded of its Birkin claw machine stunt, of course.
The craft
Mestriner built prototypes of ‘Lifeline’ by dismantling life jackets and heat-welding the materials back together. The final design incorporates life-vest nylon, industrial zips and an inflation mechanism wrapped inside something that looks aspirational and Instagram-friendly.
Given that the campaign is very visually led, there are parallels with Copenhagen's approach to climate change communication in which the city installed benches that would withstand rising sea levels.
The agency-led/photo-led approach is also reminiscent of M+C Saatchi Group UK’s ‘Not On My Phone’, which similarly made its point without the need for dense copy.
Uncommon’s stunt is in a long lineage of creative attempts to cut through the stats and jargon to promote action through emotion. The message floats instantly and vividly.
Credits
Creative Direction: Phil Le Brun
Concept, Art Direction, Bag Design & Performance: Gabriela Mestriner
Visual & Interactive Design: Julia Albuquerque
Photography & Image Production: Emmett Orgass
Film & Editing: Jack Inzer
Stylist: Lucila Hernandes
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