Client
Allbirds
Launched
August 2021
What we did
Product promotion / Performance marketing / Film / Social / Photography / Line production

Nature makes a comeback in global campaign to launch Allbirds Performance Apparel

30 second hero video

To help Allbirds launch its line of sustainable, comfy and durable performance apparel, we created a global campaign that wagged the finger at competitors.

Challenge

Most athletic apparel is made from polyester, which is a kind of plastic derived from oil. Allbirds proved there is a better way and developed a new line of performance apparel, largely made from ingredients provided by mother nature. Allbirds asked us to help them make a big splash at launch, by showing up competitor brands’ ill-natured products and to provoke consumers into buying more sustainably.

Solution

Working in collaboration with Allbirds’ creative team, we developed three hero TVCs, a huge library of digital performance marketing content, and a suite of impactful stills for this massive campaign that ran across the globe.

To share the overall message that ‘Nature is Making A Come Back’, one film aimed to cause a scene by calling out how competitor brands make their athletic wear with oil and juxtaposed this with Allbirds’ natural approach. The other two TVCs were product-led and showcased the breadth of the new line, how it’s made sustainably with natural products, and how it performs. In these films we aimed to evoke the feeling wearing Allbirds activewear can give you – a sense of euphoria (the runner’s high), achievement and community.     

Nearly 200 performance marketing assets went into detail on how particular pieces looked and performed in action, using graphic text to hit key features. In addition, a huge range of stills were produced and used online, in OOH and in store globally.

Impact

The campaign ran online across the globe, with TV, digital and OOH placements in USA, Europe, UK and New Zealand. The launch of the range was so successful that Allbirds continued to extend their line of performance apparel.

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30 second video
10 second performance marketing videos
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A group of athletes stretch while wearing the new Allbirds apparel.
Underneath of someone running with Allbirds.
A woman stretches while wearing the new Allbirds apparel.
A woman runs while wearing the new Allbirds apparel.
A woman blocks her eyes from the sun while wearing the new Allbirds apparel.
A woman runs through flowers while wearing the new Allbirds apparel.
A man stretches while wearing the new Allbirds apparel.
Underneath of someone stopped after running with Allbirds.
A group of athletes running while wearing the new Allbirds apparel.
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