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