Cannes Lions

Sea Level Re-boot

FORSMAN & BODENFORS, Gothenburg / TRETORN / 2022

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Overview

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Credits

Overview

Background

According to the Intergovernmental Panel on Climate Change, sea levels will rise at least 26 cm by 2050. The apparel and footwear industry is responsible for more CO2 than all aviation and boat transport combined. Tretorn is committed to doing their part – and from spring 2022 all new boots will be made of certified natural rubber and recycled polyester.

Tretorn is a classic Swedish outdoor and footwear brand founded in 1891. For this campaign, they wanted to revitalize the brand and highlight the company's sustainability work to reach a young, conscious target group interested in sustainable fashion. From the spring collection 2022, Tretorn's best-selling product – the rubber boot – will be made of recycled polyester and certified natural rubber. To draw attention to this milestone, Tretorn wanted to launch a PR driven initiative.

Idea

The Sea Level Re-Boot is a new product that clearly visualizes the long-term effects of the climate crisis. It features a measuring stick on the back, as a reminder that if changes are not made now, the boots won’t keep you dry by 2060. A small design addition to an ordinary boot, which helped create an understanding of one of the biggest challenges of our time. The everyday rubber boot as a messenger for real change.

With the Sea Level Re-Boot, we wanted to reach a young target group interested in fashion and sustainability. Not only did it create conversations about sustainability, the recycled and sustainable materials in the boot – and future collections – but also showed that Tretorn is serious about their sustainability work. The message was communicated via sponsored posts on Instagram and Facebook, online film, print ads, PR and on Tretorn's site.

Strategy

The campaign was tailored for activation through PR. We developed assets intended to use the entire media landscape and create conversations in both traditional and social media. Both the films and the still images were optimized for PR purposes and formed an important part of the press and influencer kits.

Timing was important. Therefore, Sea Level Re-Boot was launched in connection with the UN Climate Change Conference COP26 to link to the ongoing discussion on the environment and sustainability. But before that, both the boot and the press kit had been sent to selected influencers and journalists under embargo, who were given access to exclusive content and interview opportunities.

Execution

We wanted to find a simple and effective idea to highlight Tretorn’s commitment to sustainability. The Sea Level Re-Boot utilizes the core product in an innovative and unique way – by simply adding a new design element. In our camping assets, the goal was to create an iconic and monochrome visual world, giving the boot the lead role surrounded by water. Through dark and dramatic imagery, we portrayed the water as threatening and alarming, but also beautiful. A 500 liter water tank was built in a studio, where all asstes were produced. All images were taken in camera, with minimal retouching – no CGI and no stock images. The still images were used in print ads, SoMe posts, press kits and on Tretorn's site. An online film about the project was published on relevant platforms.

Outcome

The new product attracted a lot of attention and the story was published in several of the world's largest fashion magazines – including Vogue, Glamour and Chinese Sohu. The PR work resulted in over 50 articles and thousands of social mentions, with a total reach of over 74 million. A global story about a unique boot that shows the effects of the climate crisis, the sustainable materials in Tretorn's unique Sea Level Re-Boot, and a company that takes sustainability seriously. From the sales of the product, more than €15,000 were donated to Sea Life Trust. And the time spent on Tretorn's site increased by 103% during the campaign period compared to the average.

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