Why is this work relevant for PR?

The project theme is: GIVEN BY NATURE. In the promotion video, we said: "This piece of clothes is not for salen, but given by nature." What we trying to do is redefining the harmonious codependent relationship between people, clothes and nature. At the same time , we want to convince Chinese consumers who are not eco-conscious enough to pay for eco-friendly products, while also demonstrating JackWolfskin’s 40-year dedication to made-in-Germany quality and sustainable technologies.

Background

To celebrate the 40th anniversary, Jack Wolfskin presents the high-tech jacket made from recycled plastic waste. On top of being waterproof, windproof and breathable, the upgraded functional outdoor jacket is made from biodegradable eco-friendly materials. However, the brand still needs to figure out how to convince Chinese consumers who are not eco-conscious enough to pay for eco-friendly products, while also demonstrating its 40-year dedication to made-in-Germany quality and sustainable technologies.

Describe the creative idea (20% of vote)

In the post COVID-19 era, since the film crew couldn’t go to Germany to shoot the real landscape, we created a miniature one where natural shelter, such as mountain ridges, rocks and land, were made of Jack Wolfskin’s jackets, implying that your clothing is a part of nature. In the letter addressed to human beings in the name of nature, we encouraged people to let go of the idea of people versus nature, and be gentle and tolerant to nature. Love nature, and nature will love you back. This jacket is not from Jack Wolfskin but given by nature.

Describe the PR strategy (30% of vote)

Outdoor brands are known for encouraging people to stay close to nature, during which garbage is often left behind. Made from recycled plastic waste, Jack Wolfskin’s new launch aims to transform the harm inflicted on nature by humans into clothing and gear to protect people outdoors, and the biodegradable clothing will eventually return to nature. This is where the campaign GIVEN BY NATURE came from. Inspired by the power of nature, the waterproof and windproof functional gear will return to nature afterwards.

Describe the PR execution (20% of vote)

For the 40th anniversary of the foundation of Jack Wolfskin in Fall/Winter 2021, the brand remains committed to its legacy of made-in-Germany quality, cutting-edge technologies, originality and sustainability when carrying out the marketing campaign, #GIVEN BY NATURE#, hoping to pass on the brand proposition #AT HOME OUTDOORS# practiced in the past 2 decades, while laying the foundation for brand upgrade in 2022. At the same time, redefining the harmonious codependent relationship between people, clothes and nature.

List the results (30% of vote)

Generating 3,986,000 discussions three days after the campaign was launched, and the promotional video got 894,000 views within three days.

Please tell us how the brand purpose inspired the work

For the 40th anniversary of the foundation of Jack Wolfskin in Fall/Winter 2021, the brand remains committed to its legacy of made-in-Germany quality, cutting-edge technologies, originality and sustainability when carrying out the marketing campaign, #GIVEN BY NATURE#, hoping to pass on the brand proposition #AT HOME OUTDOORS# practiced in the past 2 decades, while laying the foundation for brand upgrade in 2022. At the same time, redefining the harmonious codependent relationship between people, clothes and nature.