Pangaia: Natural Causes
Strategy: Pangaia uses agricultural technology and innovation to create clothes sustainably and ethically, setting an example of environmentally conscious practices for the rest of the fashion industry. This campaign's aim is to showcase Pangaia's business model while calling out clothing companies who ignore their environmental impact on the road to wide profit margins.
Art Direction: Tim Nessel
Copywriting: Griffith Zakarin
Digital Video Advertisement
Keyframe:
Script:
Setting: Rice farmers using protective hats to shield the sun. The farmers disappear and train tracks are laid out. A train comes into view from behind the camera, looking futuristic and showing Pangaia’s logo on the side. We focus on the train’s exhaust, which is clearly active but has no smoke coming out.
VO: For the vast majority of human history, clothes have been a utility to protect human beings from the harsh environments on earth. Now it’s time to use clothes to protect the environment on earth from the human beings on it.
Setting: Camera follows the train. The train passes by a factory and the smokestacks are lowered.
VO: Specifically, the human beings who have gotten used to “taking and leaving” rather than “taking and returning the favor.”
Setting: The train rides along a landfill. But, as the train passes by, the waste dissolves into scenic wetlands.
VO: Clothing companies take resources from our environment and leave behind bad air quality and wasted water.
Setting: The camera angle shows that cars are joining the train, behind the magical locomotive.
VO: The way we protect our environment from those practices is to lead by example.
Setting: The train passes through the desert where oil derricks evaporate into dust.
VO: Through innovations in agricultural science and engineering, Pangaia is full steam ahead toward a healthier future for our planet.”
Setting: Zoom out to show the lack of train tracks being left behind by the Pangaia train.
VO: But it’s hard to get others to follow in our footsteps when we don’t leave a footprint.
Setting: Angle switches to a perpendicular view of the train, where we see that the line of cars behind the train is miles long.
VO: And we can’t protect our planet alone.
Setting: We move back up to the head of the train, still barreling forward.
VO: The future of clothing starts here.
PANGAIA LOGO
TAGLINE: “NATURAL CAUSES.”
Natural Causes: Clothing Capsule
Background: This capsule is our way of taking our campaign's message and infusing it into a new extension of Pangaia's product. These garments are made of Organic and Recycled Cotton and are screen printed using AIR INK technology (turning air pollution into a water-based black ink).
Digital Banner Advertisements
Insight: People who read news online are more likely to also be aware of environmentally destructive businesses, and want to support a company in their efforts to change the status quo.
