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Why Patagonia's Off-the-wall Advertising Asks Customers to Think Twice
By: The Drum
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Early last year, Patagonia’s European marketing director Alex Weller was sitting with two creatives in the outdoor clothing company’s Amsterdam offices, bouncing around ideas for a brand campaign. As they talked tactics and scribbled suggestions, their eyes, and their conversation, kept being drawn to a few thick lines of text enshrined on the wall down the hall. After a while, it dawned on them – the killer campaign they had been searching for had been staring them in the face the whole time.

Come November, giant murals started appearing on the sides of buildings in London’s Shoreditch. The medium didn’t look like advertising, and neither did the message – a verbatim facsimile of those words inscribed on Patagonia’s own walls: “Build the best product. Cause no unnecessary harm. Use business to inspire and implement solutions to the environmental crisis.”

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About the Author
This article was published by The Drum. A link to the original appears at the end of this post. www.thedrum.com
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