Superdry pushes sustainability in campaign via Sneaky Studios
International fashion brand Superdry has launched a new sustainability focused winter season campaign ‘Jackets Made Better’ via end-to-end creative shop Sneaky Studios.
The new campaign will elevate the brand’s sustainability messaging by featuring its’ most recycled and ethically sourced products whilst also showcasing the beauty of some of the region’s most heavily affected flood areas from this years natural disasters.
Set to roll out in a nation wide billboard campaign across Australia and New Zealand, as well as TVC, BVOD, Social, Web, Print and stadium advertising, the campaign includes a 60 second spot showcasing the brand’s winter range of puffer jackets, which are filled with either responsibly sourced down fill or the recycled plastics of up to 30 plastic bottles per jacket, and speak to Superdry’s commitment to sustainability.
Filmed in the small towns of Joadjia and Mittagong in NSW’s southeast, the spot features local business including the Joadjia Distillery and accommodation providers Unyoked. A group of friends dressed in the collection explore each locations in an adventure style montage, set to upbeat music.
“We are proud to offer products that help create a more sustainable world” said Superdry’s head of marketing and PR, Matthew Iozzi. “The concept of showcasing these products in regions evidently effected by the impacts of climate change paints a stark image of the path we must take as an industry.”
The campaign will be fronted by Australian actor Dan Ewing who said: “I’ve been a huge fan of Superdry for a long time, so I am incredibly proud to be working with a brand that not only produces high quality product but also considers the impact each collection may have for generations to come”
Last year Superdry ran a winter campaign featuring Australian Olympic snowboarders, also produced by Sneaky Studios.
Credits
Agency: Sneaky Studios
Director: James Cunningham
Head of Brand: Matthew Iozzi
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