An idea born out of a purpose that doesn’t just highlight the cause it’s trying to address; it actually does something about it through the product it actually is. Too often, the marketing mix and design are asked to make people want stuff, not make stuff people want. And in the world of cause-related marketing, it’s an attachment to something the brand would like us to think it cares about rather than a solution.
This campaign by Raw puts its money where its mouth is. The jeans actually help clear up the plastic crap bobbing around our oceans and make them into cool denim. And the Octopus logo is your guarantee that this is the real, recycled plastic deal.
This has such an honesty about it, there’s no whiff of greenwash, no hippy dippy rhetoric about saving the world. Just some do good jeans slung low around Pharrell’s demure derriere.
Clap along if you feel like that’s what you wanna do. True.
By Lee Rolston, Strategy Director, jkr London
