Patagonia
Client: Patagonia - Student case
Brief: Create an ad where you use a competitor to your advantage
Creatives: Strategy, copy, design- Vasi K. Lundblad // Design - Christobal Fontana
Background:
The Atacama Desert in northern Chile stretches from the Pacific to the Andes and is a bucket-list destination for stargazing tourists. Thanks to the rapid mass production of inexpensive attire known as fast fashion, it is also one of the world's fastest-growing dumps of discarded clothes.
A similar situation is witnessed in Ghana, where the coastline of Jamestown is like a death pit.
The phenomenon has created so much waste that the UN calls it “an environmental and social emergency.” The challenge is turning off that tap.
Source: National Geographic
Idea:
Patagonia’s campaigns often focus on people in action—hiking, climbing, advocating—highlighting the symbiotic relationship between humans and nature.
However, the fashion industry is the second-largest industrial polluter, accounting for 10% of global pollution.
So the idea was to show a climber wearing Patagonia clothes climbing the most dangerous mountain in the world. A mountain created by dumped clothes.
