Kathmandu launches biodegradable jacket via Special NZ
Kathmandu has launched its ‘BioDown’ biodegradable jacket with a new global campaign from Special New Zealand, set to launch first to Australia and New Zealand this winter season.
The new campaign comes a year after Special Australia’s first work for the B-Corp, launching Kathmandu’s new brand platform ‘We’re Out There’ after its global rebrand under the brand’s first ever chief customer officer, Eva Barrett.
This latest iteration of the ‘We’re Out There’ platform showcases the lifecycle of the ‘BioDown’ jacket in a light-hearted and informative spot brought to life by Special NZ and Exit films.
The 45-second spot includes live acting, claymation, puppetry and exaggerated imagery, with voice over from renowned Kiwi actor Rachel House.
The film highlights the functionality of the BioDown jacket, displaying it in extreme conditions before demonstrating how it is broken down by tiny microorganisms with the line ‘made for out there, biodegrades in here’. So consumers don’t have to worry if the product ends up in the landfill, the jacket will completely disintegrate.
The campaign launched on Thursday 28th April with television spots, social content, and OOH nationally in both metro and regional areas throughout May. The campaign will also rollout in Europe in September.
Kathmandu’s chief customer officer, Eva Barrett said, “Kathmandu has set the ambitious goal of having 100% of our products designed and manufactured using elements of sustainability principles by 2025. The launch of the BioDown jacket demonstrates how deeply committed we are to this 2025 goal and is a huge step towards achieving our ambitions.”
“We’re thrilled to be working with special on this brand campaign. Their team mirrors Kathmandu’s passion for innovation and have created a campaign which highlights the revolutionary nature of the BioDown product in a way that feels creative, fun, and thought-provoking,” added Barrett.
Special’s executive creative director Lisa Fedyszyn said, “Great product, great client, great direction. We’re thrilled with this latest addition to the ‘We’re Out There’ campaign. Eva and the team continue to build on this exciting brand transformation, and with amazing products like BioDown, we’re having a lot of fun helping to tell their story.
“It’s so visually arresting and bold throughout, from our hungry little microorganisms to Ibis Elba or Allen Ibisson or whatever we ended up calling our puppet friend, through to the Bang Bang soundtrack and Rachel’s voice over. We believe this will have a big impact out there – on our audience and the planet.”
Special’s co-founder, CEO and COO Tony Bradbourne added, “It’s an exciting time to be working with brands that are disruptors, and Kathmandu’s BioDown is the epitome of innovation. Special is all about creating purposeful work and leaving a positive impact on our planet, and this campaign truly delivers on those fronts. The brand film perfectly reflects Kathmandu’s vision for a more sustainable future.”
Earlier this month Kathmandu’s parent company Kathmandu Holdings rebranded to KMD Brands in a rebrand lead by Icon Agency.
Credits
Client – Kathmandu
Agency – Special NZ
Media – dentsu
PR – EVH
Production Company – Exit Films
Director – Stefan Hunt
Sound/Music – Liquid Studios
Voice Over – Rachel House
Post Production – The Editors
Post Production – Blockhead VFX
Photography – Made By Legends
Retouching – Capture Lab
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