The BRIEF
Show the world how America can get better at recycling. Make it bigger than recyclable bags. Make it massive. Monumental.
Figure out a compelling way to break through to your audience.
Target the U.S. if you want to, come up with a very local solution or save the whole world at once. It’s a pretty open brief.
It could be about getting states to have consistent regulations.
Or about encouraging companies to make awesome products from recycled plastic.
It could target consumers to recycle more or insist on change.
Or it could be about inspiring businesses to recycle more instead.
OUR CAMPAIGN
Problem
People overlook the used items.
Insight
Scar/mark tells stories that connect people together.
Encourage people to participate in recycling through Patagonia’s Worn Wear Project.
Inspire people choose worn items for its emotional bonds and connections with people.
EXECution 1
Experimental
Execution2
SOCIAL MEDIA #WORN IS BETTER
A decade ago, we launched our business in Chicago, driven by a common passion. This picture captures our very first company outing, surrounded by my partners and their families. While some have moved on from the firm, I still don the jacket occasionally, a gentle reminder of why I embarked on this journey. It keeps me anchored to my roots, to never lose sight of where it all began." -Sarah Smith.
#WornIsBetter
EXECUTION 3
EXECUTION 4
Web
At WornWear, move the cursor to read the story instead of the size info
