Patagonia: Facing Extinction
BRIEF
This was the first global brand campaign that was picked up by all Patagonia regions. The goal was to support the youth-led global climate strikes that took place in 2019 and kick-off Patagonia’s work to get climate deniers out of office. We worked closely with retail, regions, environmental grassroots groups and the sport product categories. We launched the campaign in September 2020, just in time to promote the Global Climate Strike on September 20-27. We developed a cross-platform paid campaign on Google Display, Pandora, New York Times, Facebook and Instagram. We also built a Phone2Action campaign and a new user journey for customers interested in activism and climate. Together with a team, I produced content from the strike in New York City, sharing updates from the strike on owned Patagonia channels.
ROLE
Lead Copywriter / Content Strategy
CREDITS
Creative Director: John Goodwin
Art Directors: Leslie Cassanova & Stephen Rockwood
Despite the troubles we had trying to get some of the ads approved by Facebook and Instagram, the campaign was still highly successful with over 4 million people reached on these platforms alone. The campaign achieved a further 26 million impressions across Youtube and Google Display advertising. A total of 56,821 people clicked through to the Climate Strike page on the Patagonia website. Strikes were attended by millions of youth activists across the world.
We launched the campaign with a push to get people to sign up and join a local strike. The map was developed in collaboration with Future Coalition.