matteo salvati
matteo salvati
Work
Creative Experiments
About
Greenpeace
2025
Interactive web app uncovering fast fashion
Challenge
Engage people who are not familiar with Greenpeace’s work on fast fashion through a digital experience that is both accessible and impactful. Our target: 35–45-year-olds active on Instagram and Facebook.
Goals
- Provide clear information about fast fashion and its environmental and social impact
- Include interactive and engaging elements
- Encourage users to leave their contact details
User insight & segmentation
Through interviews, we gained a deeper understanding of how and why people engage with the topic.
We identified 4 mental models, based on two key axes: tendency toward individual vs collective action
level of environmental awareness
We then decided to focus on just two of these mindsets in our solution.
Touchpoints
This step was crucial in defining distinct user mindsets.
We identified 4 mental models, based on two key axes:
tendency toward individual vs collective action
level of environmental awareness
We then decided to focus on just two of these mindsets in our solution.
Manifesto
This step was crucial in defining distinct user mindsets.
We identified 4 mental models, based on two key axes:
tendency toward individual vs collective action
level of environmental awareness
We then decided to focus on just two of these mindsets in our solution.
Scenarios
This step was crucial in defining distinct user mindsets.
We identified 4 mental models, based on two key axes:
tendency toward individual vs collective action
level of environmental awareness
We then decided to focus on just two of these mindsets in our solution.
Call to action
At the end of each scenario, users can:
Rewatch the content
Move to the next scenario
Go deeper through related content and reports
Beyond the manifesto
A dedicated section invites users to:
Learn more about Greenpeace’s campaigns
Sign petitions
Share the content
Make donations
Download educational assets
Petition
The petition is seamlessly integrated throughout the experience:
Embedded directly within the “Act Now” scenario
Always accessible via the sticky menu
Positioned at key emotional peaks to encourage action at the right moment
Every signature updates the real-time counter, reinforcing a sense of collective impact.
Share & gated content
This strategy helps:
Broaden the campaign’s visibility
Encourage personal expression and advocacy
Collect user contacts in a GDPR-compliant way
Poster Manifesto
The manifesto comes to life in urban space: bringing the message out of the digital realm.
Let’s explore how I can help you achieve your goals.
Get in touch
matteo salvati
Work
Creative Experiments
About
Greenpeace
2025
Interactive web app uncovering fast fashion
Challenge
Engage people who are not familiar with Greenpeace’s work on fast fashion through a digital experience that is both accessible and impactful. Our target: 35–45-year-olds active on Instagram and Facebook.
Goals
- Provide clear information about fast fashion and its environmental and social impact
- Include interactive and engaging elements
- Encourage users to leave their contact details
User insight & segmentation
Through interviews, we gained a deeper understanding of how and why people engage with the topic.
We identified 4 mental models, based on two key axes: tendency toward individual vs collective action
level of environmental awareness
We then decided to focus on just two of these mindsets in our solution.
Touchpoints
This step was crucial in defining distinct user mindsets.
We identified 4 mental models, based on two key axes:
tendency toward individual vs collective action
level of environmental awareness
We then decided to focus on just two of these mindsets in our solution.
Manifesto
This step was crucial in defining distinct user mindsets.
We identified 4 mental models, based on two key axes:
tendency toward individual vs collective action
level of environmental awareness
We then decided to focus on just two of these mindsets in our solution.
Scenarios
This step was crucial in defining distinct user mindsets.
We identified 4 mental models, based on two key axes:
tendency toward individual vs collective action
level of environmental awareness
We then decided to focus on just two of these mindsets in our solution.
Call to action
At the end of each scenario, users can:
Rewatch the content
Move to the next scenario
Go deeper through related content and reports
Beyond the manifesto
A dedicated section invites users to:
Learn more about Greenpeace’s campaigns
Sign petitions
Share the content
Make donations
Download educational assets
Petition
The petition is seamlessly integrated throughout the experience:
Embedded directly within the “Act Now” scenario
Always accessible via the sticky menu
Positioned at key emotional peaks to encourage action at the right moment
Every signature updates the real-time counter, reinforcing a sense of collective impact.
Share & gated content
This strategy helps:
Broaden the campaign’s visibility
Encourage personal expression and advocacy
Collect user contacts in a GDPR-compliant way
Poster Manifesto
The manifesto comes to life in urban space: bringing the message out of the digital realm.
matteo salvati
Work
Creative Experiments
About
Let’s explore how I can help you achieve your goals.
Get in touch
matteo salvati
Work
Creative Experiments
About
matteo salvati
Work
Creative Experiments
About
Greenpeace
2025
Interactive web app uncovering fast fashion
Challenge
Engage people who are not familiar with Greenpeace’s work on fast fashion through a digital experience that is both accessible and impactful. Our target: 35–45-year-olds active on Instagram and Facebook.
Goals
- Provide clear information about fast fashion and its environmental and social impact
- Include interactive and engaging elements
- Encourage users to leave their contact details
User insight & segmentation
Through interviews, we gained a deeper understanding of how and why people engage with the topic.
We identified 4 mental models, based on two key axes:
tendency toward individual vs collective action
level of environmental awareness
We then decided to focus on just two of these mindsets in our solution.
Touchpoints
Users can access the experience through:
Targeted social ads (Instagram and Facebook)
The Greenpeace website
QR codes on printed posters in urban spaces
Manifesto
Users land on a homepage and choose one of the 8 thematic scenarios.
Scenarios
Each scenario includes short facts, storytelling, and data visualizations to highlight a specific impact of fast fashion.
Call to action
At the end of each scenario, users can:
Rewatch the content
Move to the next scenario
Go deeper through related content and reports
Beyond the manifesto
A dedicated section invites users to:
Learn more about Greenpeace’s campaigns
Sign petitions
Share the content
Make donations
Download educational assets
Petition
The petition is seamlessly integrated throughout the experience:
Embedded directly within the “Act Now” scenario
Always accessible via the sticky menu
Positioned at key emotional peaks to encourage action at the right moment
Every signature updates the real-time counter, reinforcing a sense of collective impact.
Share & gated content
This strategy helps:
Broaden the campaign’s visibility
Encourage personal expression and advocacy
Collect user contacts in a GDPR-compliant way
Poster Manifesto
The manifesto comes to life in urban space: bringing the message out of the digital realm.
Let’s explore how I can help you achieve your goals.
Get in touch