Cannes Lions

Westin Thread Forward

VENABLES BELL & PARTNERS, San Francisco / WESTIN / 2018

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Overview

Description

Simply put, our idea is to: IMPROVE THE WELL-BEING OF THE WORLD, ONE PAIR OF PAJAMAS AT A TIME.

Achieving this was anything but simple. It required working with Westin’s global operations to create an unprecedented sustainability program to collect, process, and reweave Westin’s discarded Heavenly Bed linens and transform them into thousands of pairs of pajamas to help underprivileged children get a better night’s sleep. It also required creatively partnering with NGOs, like Delivering Good, to help us distribute PJs to kids.

To tell the world all about it, we developed a robust public outreach and social campaign. What’s next? To solidify Westin’s leadership in wellness hospitality, we’ll continue amplifying the “sleep well” narrative in consumer campaigns while urging all hotels to follow Westin’s lead – creating an upcycling roadmap in hopes our greater vision will be realized – improving the wellbeing of the world.

Execution

We played an integral role by shaping the program from inception, naming the initiative "ThreadForward", designing the Pajamas, creating bespoke animated video, developing engaging social content, and partnering with PR to amplify the story. World Sleep Day served as our launch pad to tease the initiative with our hero video assets and social content. Our hand-drawn illustrated video effectively turned people’s attention to the fact that sleep deprivation in kids is a serious problem Westin is passionate about solving. Our animated storytelling approach broke down Westin’s incredibly complicated upcycling innovation and brought it to life in a fun, whimsical story. The messaging unfolded like a children’s story - light, bright and airy, much like a dream.

We went live on World Pajama Day with key media partnerships to spread the word in marque places, such as Good Morning America, Now This, and Upworthy.

Outcome

What began as the pursuit to improve the well-being of the world, one pair of pajamas at a time, took on a life of its own resulting in the largest hotel-led textile sustainability initiative the world has ever seen. Since launching in Spring 2018, ThreadForward has already diverted waste from landfills by upcycling 30 thousand pounds of discarded linens from 50 global hotel properties, outfitting 1,500 and counting children and with pajamas around the World. This impact has already garnered a swell of earned media, from the likes of Fast Company and Forbes. Key media partnerships have spread the word with marque features on Good Morning America, Upworthy, as well as And Now This.

Next, Westin will challenge other global hotels to follow their lead because now that Westin has invented the infrastructure to make upcycling possible, it’s possible to scale and truly impact the wellbeing of the world.

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