Back in 2016, Patagonia came to us with a problem. A large proportion of UK consumers were proud badge wearers, but had little brand knowledge beyond the iconic mark. Patagonia wanted their purchase decisions to be made with purpose.

"Build the best product.

Cause no unnecessary harm.

Use business to inspire and implement solutions to the environmental crisis."
This is the Patagonia brand mission statement, and we first saw it hanging on the walls in their Amsterdam office - Internal brand messaging that gave us the clearest understanding of the brand and what they are all about.

We decided this is what people need to see, to understand the brand in London. By sharing it externally, we could provoke and own the conversation around sustainability, driving further enquiry into the brand and its purpose. 
London became the epicenter for the ‘Our Mission’ campaign.

A combination of murals, OOH, flysheets, retail windows, events, screenings and talks to engage the local community

The 'Worn Wear' thrift shop [shown to the right] sold second-hand, repaired Patagonia products on Black Friday. The event was a huge organic success with a complete sell-out of all stock, queues around the block, and a huge amount of social media coverage and earned media.
Agency: HarrimanSteel
Client: Patagonia
Executive Creative Directors: Julian Harriman-Dickinson / James Scroggs / Nick Steel
Creative lead & art director: Doug Stewart

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