Patagonia continued it ongoing ‘Worn Wear’ program, which champions the stories of the real people who genuinely wear the brand’s clothes, with a new campaign led by a fresh four-minute film and which also includes a digital hub and an online video series.
The ‘Worn Wear’ programme itself seeks to keep Patagonia products in use longer and also offers a straightforward way to recycle Patagonia garments when they’re finally beyond repair and this marketing push promotes the project.
The creative idea behind the campaign is that by stitching together people who cherish Patagonia products and the memories they have wearing them, the campaign seeks to tell a story of things worth preserving.
It is led by a hero four-minute film which takes viewers into the heart of Patagonia’s custom repair centre where customers send well-worn kit for repair: the products are often accompanied by notes explaining why a particular item is so important to them.
The campaign, which runs under the tagline ‘The Stories We Wear’, is hubbed around a bespoke microsite and also includes a video series profiling professional athlete ambassadors and real people who see the rips, holes, burns and patches on their clothes as part of their adventures and wear them as badges of honour.
Comment:
The ‘Worn Wear: Better than New’ initiative demonstrates just how powerful brand documentaries can be when aligned with a purpose-driven brand.
It showcases the effect and power of how shining a light on a small company program can be an exceptional branding exercise.
This is an authentic marketing expression of a company’s philosophy and its vision.
It’s not simply branded content, but a living expression of quality and durability: one which invites deeper conversation and engagement about purpose and behaviour.
This is an approach which dates back to Patagonia’s iconic ‘Don’t Buy This Jacket’ campaign from 2011.
Links:
Patagonia
https://www.youtube.com/user/patagoniavideo
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