Communicating the environmental impact of a shoe to help us all tread lighter on the planet.
When Allbirds decided to communicate how it tracks the carbon footprint made by each of its products they came to us to help them tell the story. Talking about the impact that our everyday actions or purchases can have on the environment can be scary or, maybe worse, dull. How could we tell this story in an engaging way, without putting people off?
We struck on the idea of creating a playful infomercial with a nostalgic aesthetic. We needed a world class communicator with charisma to burn so we asked Academy Award winner Bret McKenzie to be our host. And he said “yeah, alright”. With the use of a green screen, absurd graphics, and some sweet foley and sound, we struck an effective balance between explaining complex concepts and holding people’s attention. We created a rich visual world with just the right amount of quirk, and used this setting to tell two versions of the story — a condensed story for social media, and a more detailed three-minute version for the Allbirds website.
The film helped Allbirds effectively communicate a weighty issue and further legitimize its planet-friendly brand positioning, and demonstrate the company’s commitment to sustainability.