For the 100-year anniversary: Lowa calls for the Nature Clean-Up Challenge
To mark Lowa's 100th anniversary, the sports shoe manufacturer is joining forces with Gore-Tex and Zimmermann Communications to call for a Nature Clean-Up Challenge. The action is accompanied by an anniversary campaign.
The anniversary campaign of Lowa in cooperation with Gore-Tex calls with the song "Beggin" to keep nature and the mountains clean. To this end, Nature Clean Up bags are distributed. The bags are intended to encourage consumers to collect their own or other people's trash in nature and dispose of it correctly later.
The campaign, conceived by Zimmermann Communications, is based on the song "Beggin'" by Madcon. The agency turns it into a play on words: on the one hand, "beg" translates both as "to ask" or "to plead," and on the other hand, the term is almost identical in writing and sound to the word "bag," meaning "pouch" or "pocket." Thus, people are called upon not to abuse the mountain world and nature, which is essential for all outdoor adventures, as a trash can.
The campaign is based on a main film and three cut-downs for various online applications. Three additional clips were prepared specifically for social media and are intended to inform viewers about how long the decomposition process of various materials in nature actually takes. While plastic hardly decomposes by itself in nature, this time can be reduced to zero immediately with a little help from people.
Various measures such as POS posters, window stickers and cardboard hangers were also implemented for advertising at the POS.
The campaign has been running since the beginning of September online and via the Lowa and Gore-Tex social media channels. The trade extension starts in Switzerland at the end of September and in Germany in October. Then retail partners supported the campaign at the POS. All advertising measures lead to the landing pages of the three countries Lowa.ch, Lowa.de and Lowa.at.
Responsible for Lowa sports shoes: Matthias Wanner (CSO); Michael Frank (Head of Marketing); Romina Stöcker, Angelika Schwindl (Marketing Manager). Responsible for W. L. Gore & Associates: Daniel Strukamp (Retail Marketing Gore-Tex Footwear). Responsible for Zimmermann Communications: Christoff Strukamp (Creative Direction); Julia Hofmann (Art Direction); Sonja Zimmerli (Digital Art Direction); Lara Cavelti (Project Management); Rolf Zimmermann (Overall Responsibility). Production: Brand film.
