Problem: Patagonia’s Tee Cycle program converts used t-shirts into new Patagonia products. How can we raise awareness of the program and how it works?
Solution: We dare people to try to destroy their shirts. No matter how extreme your life is, your shirt can never be killed.
OOH
For the visuals, we show all the dangerous things your shirt can survive. Tears, burns, and stains won’t send your shirt to the afterlife. The handwritten type and scribbles are inspired by a coroner’s notes.
ACTIVATIONS
TEE TAGS:
Every bit of damage to a shirt has a story behind it. The rip from being dragged across the rock wall, the tear from the tree you barely escaped on your skis, there are endless ways that shirts can’t be killed. Every tag tells the Death defying story of a Tee Cycle shirt that looked the afterlife in the eye, and poked.
GRAVE ROBBING:
From landfills, to the depths of the dresser drawer, to the furthest corners of your closet. Shirts all over are in unnecessary graves. The Grave Robbing Van’s sole purpose is to get these stagnant shirts from Patagonia’s drop off points, to the recycling facility for another shot at life. Reach behind your dresser, find a nearby drop spot, and let the Grave Robbers do the rest.
TEE CYCLE CENTERS:
Find the ‘Tee-Tags’ and tee shirt drop-off points at every brick and mortar Tee Cycle Center. The physical location where the stories of defying death are told, and the opportunities to defy death again, are sold.