Make Planet Earth Great Again Campaign

Ecoalf

AN UNCOMFORTABLE CALL
YOU CAN´T IGNORE

Sioux meet Cyranos

In 2009, Javier Goyeneche founded Ecoalf with the aim of selling sustainable fashion. For more than 17 years, the brand has built a solid truth, leading sustainability through its product and consolidating a loyal community.

However, this success was sustained for a long time using its own resources and aimed primarily at those who already knew the brand, resulting in communication heavily focused on its own community. Furthermore, sustainability was losing ground in culture.

It was time to break out of this circle and take the brand into a more visible territory, carving out a niche in fashion once again with a discourse that was more cultural and, above all, more provocative.

And in this context, Earth Day presented itself as the perfect opportunity to open up that conversation.

  • STRATEGY

To expand Ecoalf’s relevance beyond its community, connecting with new audiences through a message capable of positioning Ecoalf in a more visible, provocative and irreverent place. A message capable of impacting those who were already on board, but above all, those who didn’t yet know that Ecoalf puts fashion and sustainability on the same level.

Today, sustainability has a very hard time competing for attention. Fashion, on the other hand, knows how to do it. Therefore, it was necessary to build a brand message capable of cutting through the noise and thus putting Ecoalf back in the conversation.

Thus, Make Planet Earth Great Again was born. An appropriation of a globally recognisable message, designed to divide, which we reframed to unite people around a universal cause. An uncomfortable call that is impossible to ignore in a month like April, which celebrates World Earth Day.

But it is also an opportunity to redefinie the brand’s visual territory and thus reach many more people. A new way of expressing the brand, with codes closer to fashion (colours, attitude, product) that Ecoalf had never used before, opening up a new space where sustainability and style coexist without compromising either.

We took the message to a large banner in the middle of Gran Vía, turning the street into a loudspeaker for sustainability, using an iconic fashion item (a cap) as the guiding thread of the message, alongside a QR code that linked directly to the brand’s website.
The cap was launched in various colours on the Ecoalf online store and sold out in under 24 hours.

A few days later, coinciding with Earth Day, a full-page ad was published in the Expansión newspaper to reinforce the message at the right time.
On social media, the cap travelled to different corners of the world, living up to its intention… Because if it’s about talking about the planet, we must be able to tell everyone. Thus, with meticulously crafted art direction, we designed Fake OOH ads in Vienna, Milan, Paris, London, Tokyo, New York… taking our message to iconic locations such as the Duomo, the Eiffel Tower or Times Square.

But our mission didn’t end there (for Ecoalf, nothing ever ends with just a message), we had to take even more action and turn words into deeds. Therefore, after two weeks with a banner on Gran Vía, it was moved to a warehouse where a Foundation with a great team of seamstresses transformed that giant banner into tote bags that everyone could carry.

It is therefore a campaign consistent with the brand’s values, which not only raises the need for change but acts accordingly, giving a second life to materials and proving that even advertising can be part of the solution.

We turned Gran Vía into a loudspeaker capable of generating over 3.6 million impacts, reaching over 909k users with an average frequency of 4 impacts per user. Furthermore, on Instagram we achieved over 1.6 million views; a total reach of over 892k and more than 107k content views, with a post reach of 54.4k.
But beyond the numbers, we achieved the most important thing: putting the brand and its purpose back at the centre of the conversation from a new, more visible and attractive place.
And the best part is that this doesn’t end here; it is an open story that has only just begun.
  • GRAPH

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