Back in the day, there were these bright yellow steel collection bins all over Stockholm city, so whenever you felt that your closet was getting cramped, you could pack a plastic bag with old clothes and walk a block or two to donate it. You were happy, someone who found a cheap vintage coat was happy, and the people in third world countries were happy for either the money or the clothes that came to them. Soon the yellow collection bins were removed as that particular chain of salvation shops went under, and one had to trek further and further away to donate clothes.

Now all you have to do is log into facebook and brag to your friends about the hip items you'll never be seen in again, for points both in how fashionable you are as well as how much you help the city's poor. I still think a nearby collection bin would help.

Making the case study shorter would have allowed this to go further in the eventual award circuit too.

Stockholm City Mission fights for the homeless in Stockholm. One of their operations is to collect second hand clothes to sell in their stores, or to hand out to people in need.

Fashion only is fashion for a while. After that it’s just clothes. But they’re still there, in your closet. And on Facebook. You’ll Never Wear That Again is a Facebook application that helps you sort out what you’ll never wear again, using your Facebook photos. These are clothes you probably still have in your closet. Clothes that are still worth something somewhere else.

DDB Stockholm Magnus Jakobsson – Creative Director Fredrik Simonsson – Creative Director Joel Ekstrand – Art Director Nick Christiansen – Copywriter Jenny Kaiser – Business Director Katarina Bäcklund – Account Manager Carl Nordling – Digital Producer Koji Wakayama – Senior Web Devolper Robin Karlsson – Digital Designer Linus Östberg – Designer Linnéa Lofjord – Design Director Leif Blondell – Graphic Designer Anna Hellenberg – Print buyer Motion Graphics Artist – Eskil Lundberg PR Madelene Eriksson – Account Director - Rippler Simon Strand – PR Consult United Minds Paul Alarcón – Creative Director, United Minds Sara Eriksson – Analysist, United Minds Film Otto G Skondras – Photographer Plitch Production – Casefilm Music