Kathmandu & Special launch BioDown

AUCKLAND, Today: Kathmandu has teamed up with Special NZ to help launch its “revolutionary” BioDown jacket with a new global campaign, set to first launch in Australia and New Zealand this winter.

Kathmandu chief customer officer Eva Barrett said: “Kathmandu has set the ambitious goal of having 100% of our products designed and manufactured using elements of sustainability principles by 2025.

“The launch of the BioDown jacket demonstrates how deeply committed we are to this 2025 goal and is a huge step towards achieving our ambitions.”

“We’re thrilled to be working with Special on this brand campaign. Their team mirrors Kathmandu’s passion for innovation and have created a campaign which highlights the revolutionary nature of the BioDown product in a way that feels creative, fun, and thought-provoking.

Special ECD Lisa Fedyszyn said: “Great product, great client, great direction. We’re thrilled with this latest addition to the We’re Out There campaign. Eva and the team continue to build on this exciting brand transformation, and with amazing products like BioDown, we’re having a lot of fun helping to tell their story.

“The campaign launched yesterday, with TV spots, social content, and OOH nationally in metro and regional areas throughout May. The campaign will land in Europe in September.

“It’s so visually arresting and bold throughout, from our hungry little microorganisms to Ibis Elba or Allen Ibisson or whatever we ended up calling our puppet friend, through to the Bang Bang soundtrack and Rachel’s voice over. We believe this will have a big impact out there – on our audience and the planet.”

Special co-founder/ceo/CCO Tony Bradbourne said: “It’s an exciting time to be working with brands that are disruptors, and Kathmandu’s BioDown is the epitome of innovation. The brand film perfectly reflects Kathmandu’s vision for a more sustainable future.”

Brought to life by Special New Zealand and Exit Films, the film showcases the lifecycle of the jacket as part of the latest iteration of Kathmandu’s brand platform.

Despite well-intended efforts to re-use, repair and recycle, over 84% of clothing ends up in landfill.

That’s a whopping 92 million tons of textiles every year.

The campaign launched yesterday, with television spots, social content, and OOH nationally in both metro and regional areas throughout May. The campaign will land in Europe in September.

CREDITS

Client: Kathmandu
Agency: Special NZ
Production Company: Exit Films
Director: Stefan Hunt
Sound/Music: Liquid Studios
Voice Over: Rachel House
Post Production: The Editors
Post Production: Blockhead VFX
Photography: Pip Cowley – Made By Legends
Retouching: Capture Lab

Production: Exit Films
Director: Stefan Hunt
Cinematographer: Campbell Brown
Executive Producer: Declan Cahill

Executive Producer: Leah Churchill Brown
Producer: Alex Taussig
Claymation: Kate Isobel Scott
Ibis Puppet:  Paul Trefry

Post Production: The Editors
Editor: Leila Gaabi
Executive Producer: Charlotte Griffiths

Post Production: Blockhead VFX
Colourist: Dave Gibson
VFX Supervisor: Glenn Holbrook
VFX Supervisor: Julian Ford
Post Creative Director: Stefan Coory
Post Producer: Sophie Loughran

Sound: Liquid Studios
Sound engineer: Andy Morton
Music Licensing: Tamara O’Neill

Photographer: Pip Cowley – Made By Legends
Retouching: Capture Lab

Media Agency: Dentsu
PR Agency: EVH
Social Agency: We Are Social