Patagonia is a sport-specific manufacturer. Praised for its use of lightweight and recycled materials. It has focused on helping the environment and reducing toxic impact. Their apparel is designed for climbers, skiers, fishers, surfers, snowboarders, runners, etc.
Collaborative project were we had to create an Integrated Marketing Communications campaign to promote the Patagonia Nano Puff jacket.
They are environmentally conscious. Active outdoors men, who are primarily focused on their latest venture, not fashion. They seek quality, durability and innovation in what they buy. They are socially responsible, active and self-reliant. Nature lovers. Risk taking, adrenaline junky, athletic, sporty. They are passionate about earth and respecting it. They challenge themselves. Thrill riders. Preppy. Extremist people.
With the campaign we wanted to connect to our "patagonians" through many types of media such as a couple teaser trailers, print and outdoor ads, a direct mail and a microsite.
This campaign positions Patagonia as more than just a clothing brand. Patagonia is now an experience. A personal feeling, a feeling we believe is unique to each adventurer Patagonia has a love for wild and beautiful places. We believe that Your Patagonia should be appreciated as a moment you can claim and share with others. You are unique in the way you live. As so is the place to which you aspire to go.
2013 Silver SCADDY Award - Collaboration Category