RAW FOR THE OCEANS|短视频|广告营销案例【ADGuider广告指南】

海洋原料

案例简介：G-Star 是创新的牛仔品牌，今年成立 25 周年，在传统主导的牛仔品牌领域，它是一个相对较新的参与者。通过 1996年 3D 牛仔布的概念，并致力于未经处理的原始牛仔布，G-Star 在牛仔布行业发起了一场革命。 G-Star 代表着面料、剪裁、 3D 结构和可持续创新的创新，如荨麻制成的牛仔布。然而，这些可持续发展的产品从来都不是一个营销话题，因为它被简单地认为是做好生意。描述客户的简报: 每年生产大约 10000万吨塑料，大约 10% 最终流入海洋。这种塑料污染在几个方面影响环境。鸟类、海洋哺乳动物和鱼类因摄入塑料或缠绕而死亡。我们能成为解决方案的一部分，用海洋塑料制作牛仔布吗？这样一来，世界各地的人都会喜欢穿它。Can G-Star 与仿生纱线合作，并在持续的创造性探索中合作，创新牛仔布，目标是对海洋塑料污染产生影响。创意执行: 挑战是创造一个高质量的系列，看起来和感觉就像普通牛仔布一样美丽。在牛仔爱好者的世界里，制作牛仔布被认为是一门艺术。织物的染色、拉伸量、褪色都有助于获得良好的最终产品。我们将整个制造过程颠倒过来，由与我们有长期关系的供应商生产，这些供应商分享我们的热情，以可持续的方式制造强大的产品。与仿生纱和法瑞尔 · 威廉姆斯一起，我们为未来创造牛仔布。海洋原料系列是由法瑞尔 · 威廉姆斯共同设计的第一个海洋塑料系列。它允许世界各地的人们通过佩戴它来表达他们对海洋污染的担忧。该倡议是将仿生纱线整合到持续产品线中的长期行动。它创造了对海洋污染的认识，是解决问题的第一步。这第一个收集包含 33% 的回收塑料。我们打算在每次收集中增加从海洋中回收的塑料在仿生纱线中的百分比。开发一个集合，将来自海洋的塑料废物。为了真正有所作为，这需要一个世界各地的人们都想要的集合，一个会自我销售的集合，因为没有大的营销预算来推动它。通过让人们表达他们对问题的关注来创造意识，但更重要的是迈出真正解决问题的第一步, 相信只有当人们参与进来变得有趣时，这个问题才能得到解决。

海洋原料

案例简介：G-Star is the innovative denim brand, with its 25th anniversary this year it’s a relatively new player in the field of heritage dominated denim brands. Through its conception of 3D denim in 1996, and committed dedication towards untreated RAW denim, G-Star has initiated a revolution within the denim industry. G-Star stands for innovation in fabrics, cuts, 3D constructions and sustainable innovations such as denim made from nettle. These sustainable products however have never been a marketing topic as it is simply considered as doing good business. Describe The Brief From The Client: Around 100 million tons of plastic are produced each year, about 10% ends up in the oceans. This plastic pollution affects the environment in several ways. Birds, marine mammals and fish are killed by ingestion of plastics or entanglement. Can we be part of the solution and create denim made out of ocean plastic, in a way that it so desirable that people around the world will like to wear it? Can G-Star partner with Bionic Yarn and collaborate in an on-going creative exploration to innovate denim with the goal to make an impact against plastic pollution of the oceans. Creative Execution: The challenge was to create a high quality collection that would look and feel just as beautiful as regular denim. Making denim is considered an art in the world of denim lovers. The dyeing of the fabric, the amount of stretch, the fading it all contributes to a good end product. We turned our complete manufacturing process upside down and produced by suppliers with whom we have a long-term relationship and that share our passion to make a strong product in a sustainable way. Together with Bionic Yarn and Pharrell Williams we create denim for the future. The RAW for the Oceans collection is the first collection ever made out of ocean plastic, co-designed by Pharrell Williams. It allows people across the world to express their concerns to ocean pollution by wearing it. The initiative is the long-term action of integrating Bionic Yarn into continuing product lines. It creates awareness for ocean pollution and is a small time first step to the solution of the problem. This first collection contains 33% per cent of reclaimed plastic. We intend to increase this percentage of plastic reclaimed from the sea in Bionic yarn with each collection. Develop a collection that would integrate plastic waste from the oceans. To really make a difference, this needed to be a collection that was desired by people all over the world, a collection that would sell itself since there is no large marketing budget to push it. Create awareness by allowing people to express their concern for the problem, but more importantly take the first step in a real solution to the problem, with the belief that this problem can only be solved if it becomes interesting for people to engage.