Sealand Gear - "The Sustainable Gear"

Publicis Machine

Publicis Machine Cape Town, South Africa

1551

Brand: Sealand Gear
Country: South Africa

Advertiser: Sealand Gear

Title	The Sustainable Gear
Agency	Publicis Machine
Campaign	The Sustainable Gear
Advertiser	Sealand Gear
Brand	Sealand Gear
Date of First Broadcast/Publication	2019 / 4
Business Sector	Apparel, Fashion & Footwear
Philosophy	Sealand Gear is a sustainable brand that upcycles old boat sales and billboards into premium bags and lifestyle gear for a global, eco-conscious target audience. Their one-of-a-kind bags are sold online and around the world through department stores like Selfridges. They were on the cusp of opening a flagship experience store in Cape Town where people could see the full range of Sealand Gear’s upcycled products. With media inundated with invites of this kind, we needed to cut through the clutter and get Sealand’s select group of media and influencers to the store opening, as well as make them aware that Sealand is a sustainable brand. We created an invite that unlike normal invites doesn’t leave any trace on the environment. No materials, no waste. Working within a 5 hour time line between tides beach artist JBen created a giant 50m invite in the sand. It was then captured using drone footage and was washed away at high tide leaving no trace of the invite behind. The video was then edited and sent via email to prominent media and influencers. 100% of the media invited attended the event.
Media Type	Direct Marketing
Length	122 seconds
Chief Creative Officer	Gareth McPherson
Group Creative Director	Brendan Hoffmann
Copywriter	Kabir Jardine
Copywriter	Sam Newdigate
Designer	Rameez Dollie
Designer	Mikaila Keeves
Designer	Ali Bester
Account Manager	Tammy Dent
Agency Producer	Nicky Scheepers
Illustrator	Dani Loureiro
Artist	JBen