FORCLAZ
Launch of a tarp tent, new product in the "Undyed" range.
Minimal Editions - Undyed
Forclaz, Decathlon's trekking and travel brand, stands out through its commitment to designing sustainable trekking and travel gear with a reduced environmental impact. The "Undyed" range stands out for its total absence of dyeing in order to reduce its carbon footprint by eliminating this production stage.
- Product launch
- Big idea
- Strategic planning
- Creative concept
- Art Direction
- Communication strategy
- Photo and video production
Our mission
To come up with the creative concept, art direction, and content production around a communication concept (digital focus) with a key message: reducing impact thanks to the absence of dye.
The brand was expecting a number of deliverables, the first of which was a Key Visual illustrating the campaign as a whole and available in all formats. Other deliverables included a set of usage photos, a campaign video, and vignettes, as well as AD intentions for various media (press page, social media, landing page).
#UNDYED
The results
The main objective was to promote a new product in the minimal edition collection: the new Undyed tarp tent, in keeping with the brand's DNA: sustainable and committed without compromising on quality and technical features.
After exploring several creative avenues, the "undyed definition" concept was chosen.
A minimalist design, a double definition ( one taken from the dictionary and the other defined by the brand), an understated photo and a long shot video.
The campaign presented by the agency reflects the fundamental principles and values of both the brand and the collection: minimalism.
Once the campaign concept was approved, a new challenge arose: organising the photo shooting, which revolved around the three key moments of a bivouac: sunset, starry night, and sunrise.
To meet this challenge, we had to find a location that matched our visual intentions (a headland, with the mountains in the background) while adapting to the weather constraints (no snow for a high-altitude shoot planned for April).
In all, more than 20 potential locations were identified and studied, leading the production teams to shoot in the Basque Country hinterland.
Ready for a sunrise?
