A product-led seasonal campaign focused on summer tees.
An icebreaker tee can be worn multiple times without the usual downsides of a regular tee.
The Creative Challenge
Washing synthetic clothing releases up to 700,00 plastic microfibres into our oceans in one wash. In fact, today micro-fibres make up 85% of human-made debris on shorelines around the globe.
The answer? icebreaker's natural fibre tees. Thanks to the powers of merino wool, they need less washing and use less resources. So you can wear it for a whole 7 days with washing.
That means less ocean pollution, less time doing the washing, and more time doing what you love.
Supporting Campaign Imagery
Social Conversion Posts
48million +108% from previous month Across Youtube Tiktok and VTR Facebook.
Share of voice
MTD 2.3% / 492 mentions +5.4 vs Last month
881K +15.4% Revenue 3.88M + 13%
499K +13.6% New Purchasers 10k
304K +17% vs Previous year.
The Landing Page
Photographer: Diana Simumpande
Copywriter: Diana Simumpande
Retoucher: Denny Monk
Designer: Caro Hamilton
Art Director: Nael Shureih
Creative Director: Nathan Cooper
Grader: Mike Carpinter
DOP: Johnny Agnew