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"The Patagonia Family"

Patagonia

“The Patagonia Family” is a social media campaign that encourages people to engage in a hike across the United States. The hike will stretch from Augusta Maine all the way to Ventura, California in an effort to fundraise for 1% For the Planet. Participants are encouraged to spread the word on social media, rewarded with exclusive deals as a result.

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Problem: 
In traditional advertising, brands run a serious risk of appropriating culture and languages of various social groups. Rather than doing something meaningful and innovative, brands tend to settle for the bare minimum of what makes a campaign effective. 

Message: 
Brands should try to be innovative and genuine, in a way that benefits people, the environment, and the connections we share with one another. Patagonia is a company that puts philosophies before sales and perseveres for a more active connection with The Patagonia Family.

Components:
Social Media, OOH