Design > Communication Design
SEA LEVEL RE-BOOT
FORSMAN & BODENFORS, Gothenburg / TRETORN / 2022
Awards:
Overview
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 an initiative.
Describe the creative 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.
Describe the execution
We wanted to find a simple and effective idea to showcase Tretorn’s commitment to sustainability. The Sea Level Re-Boot utilizes the core product in an innovative way – by simply adding a new design element. Through dark and dramatic imagery, we depicted the water as threatening and alarming, but also beautiful. A 500 liter water tank was built in a studio, where all assets were produced. Everything was done in camera, with minimal retouching – no CGI and no stock images. The assets were used in print ads, SoMe, presskits, online film and the website.
The Sea Level Re-Boot is Tretorn’s most sustainable product to date. The raw materials have been carefully selected to minimize environmental impact. Both the outer and upper sole is made of FSC certified natural rubber, the lining is produced with recycled polyester, and the insole is made of a unique and eco-friendly algae biomass.
List the results
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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