ADVERTISING CAMPAIGN ART DIRECTION SOCIAL MEDIA RESEARCH
Patagonia
Background
Patagonia for the past few decades has established itself as a brand that believes in sustainability and lowering its carbon impact. One of the best things we can do is keep our goods in use longer and reduce our overall consumption. This includes buying less and trading in old clothing when you don’t need it. A throwaway mentality is detrimental to our planet.
This project was created as a part of an art direction class.
Problem
Patagonia realizes that certain customers are quick to dispose of their clothing, which leaves a negative impact on the environment.
Goal
Patagonia wants to bring attention to their Worn Wear initiative. They want to see the majority of their consumers utilizing this resource.
Worn Wear is Patagonia’s hub for keeping gear in play. It was created to extend the life of Patagonia’s products, by repairing, reusing and reselling garments. Customers have the option to buy second hand from the Worn Wear website at a discounted price, or trade-in their garment to receive credit.
Tools
Adobe Illustrator, Adobe Photoshop, Pen & Paper
Solution & Process
Strategy & Insight
People who care about supporting sustainable brands, usually go out looking for them and buy from them for that exact reason. The one way to attract the rest of the consumers, who may not care as much about sustainability, is by saving them money. Not all people may care about sustainability, but just about all people will care about saving money if they can. This campaign shows how being sustainable, can come with a nice price tag as well as being beneficial for the environment. We’re trying to speak to consumers who may not care about being sustainable but do care about saving some money, by showing them the “sustainable price”.
This campaign is based on the insight that people who care about sustainability and the environment are most likely already taking advantage of this initiative.
WSIC (Why Should I Care?)
Patagonia consumers are too quick to throw away their clothing, which then impacts the environment negatively. We overbuy, don’t reuse and throw clothing away before its life is over. If we recycle and reuse clothing, it can keep clothing out of landfills, impacting the environment positively.
This campaign helps the consumer to reuse and recycle clothing, with the incentive of saving or making money in the process.
Target Audience
• People who do purchase clothing from Patagonia already—(as well as people who may not but are environmentally friendly and live a sustainable lifestyle)—who don’t necessarily care for the environment and don’t know about the worn wear initiative
• Age: 30-40
• Buy quality items
• Buy things based on brand recognition
Think, Act, Feel
Think: Want to buy/sell used clothing to save money and with added bonus of being sustainable
Act: Very adventurous, outdoorsy, works a 9-5, commutes to work
Feel: Purchase things based off brand recognition and because the brand aligns with their values. Appreciate good quality clothing and to save money.
Competitors
The North Face, Marmot, Arc’teryx, Cotopaxi, Columbia Sportswear, Helly Hansen, Carhartt
Brand Characteristics
• Earthy
• Caring
• Functional
SWOT Analysis
Strengths:
• Long-lasting high-quality products
• Environmentally friendly/sustainable
• Manufacturing process
• Giving a way for people to make “money” back on their garments/purchase garments at a discounted rate
Opportunity:
• Increase people caring about the environment
• Increase of people recycling their clothes—causing less clothing in landfills
• Increase of people purchasing Patagonia long-lasting garments
• Attract new environmentally friendly audiences which may not know about Patagonia’s worn wear initiative
Weakness:
• High price point
• Less fashionable than competitors
• Don’t accept all types of clothing for worn wear program
• Don’t pay people cash—they’re paid in store credit
Threats:
• People not caring about receiving a small store credit for their garments
• People purchasing from competitors instead for a more affordable price
• People continuing to throw away their garments and they end up in landfills
• People don’t utilize worn wear—continue to buy new and purchase more than what they need
• People buying from worn-wear to resell items else-where and the purpose for the program is tainted
GET
the majority of existing Patagonia customers
TO
take part in the Worn Wear initiative
BY
showing them the money they can save or make by doing so
Sketches
Deliverables
1. Bus Shelter Ad
These bus shelter ads will be interactive. The jacket on the design peels away, to reveal the price tag design underneath. This makes the ad more interesting and memorable. The audience can scan the QR code to be taken to the Worn Wear website, or they can read about the way they can save or make money, from the information behind the jacket!
2. Instagram Carousel
Instagram posts will reach Patagonia’s online audience. Again, displaying the difference between the price of a retail jacket and the Worn Wear price, with a caption promoting Worn Wear.
3. Promotional Inserts, Recycled Tote Bag & Stickers
Promotional inserts will be given with each purchase (in-store and online) to educate existing and new consumers on the Worn Wear initiative. They’re created using the same concept as the bus shelters, with the fold-over jacket.
These tote bags will be available for purchase in-store and online. They’ll be created from recycled materials and will help promote Worn Wear.
Stickers with the slogan, Worn Wear logo and Patagonia logo will be included with all in-store and online purchases. It can help promote people to remember to recycle their clothing.
