Ahead of the Christmas shopping season, Swedish online marketplace Tradera wanted to highlight the fashion industry's climate impact. By hijacking Google search results with 3D replicas of trending fashion items – like white Fila sneakers and Moncler vests – Tradera exposed shoppers to hidden climate facts, such as the industry being responsible for 8% of global emissions and 20% of water pollution. The replicas were indexed to appear at the top of search results, reaching consumers in buying mode and encouraging them to choose secondhand instead.