ONE Asia Creative Awards
ONE Asia Creative Awards celebrates the best creative work of the year from the Asia Pacific region. Formerly known as the One Show Greater China Awards, which was founded in 2014 by The One Club for Creativity, the awards were established because of the tremendous growth and evolution of creativity in the Asia Pacific market. It presents an unparalleled level of prestige and honor for creatives, designers and innovators in the region. The awards are a fusion of culture where East meets West that brings the creativity of the region to the global stage.
Category
Product Innovation
Annual ID
OA22_IN005M
Description
As a brand dedicated to being “out there” and enjoying nature, Kathmandu is doing their part to look after it too. To launch their 2022 winter range, they brought a revolutionary product to market – a biodegradable jacket. We needed to tell the two-sided story of a jacket defined by contradictions – designed to be long-lasting, but also designed to disappear. So, to get this divergent message across, we created a story of two halves, summed up by the line, “Made for out there. Biodegrades in here.”
One side of the story was about enjoying the natural world, featuring our model making snow angels. While its equal but opposite scene showed what happens when the jacket’s journey is over, symbolised by a now empty jacket, animated to make trash angels in a huge pile of rubbish.
On one side we explained how durable the jacket was with a hiking model who was made to age decades, while enjoying his long-lasting jacket. And on the other side, we balanced this with the story of how the jacket “goes away”, by working with British artist Kate Isobel Scott to create some colourful claymation microorganisms that chewed, gulped and slurped their way through the BioDown jacket.
We showed how great the jacket made you feel when you wear it, with some Disney-esque animated birds helping to dress our model amidst a pristine alpine landscape. Then matched this scene with how great it makes you feel to not be hurting the planet, with the help of a puppet Ibis – who was very appreciative that you weren’t contributing to the exaggerated, almost dystopian rubbish landscape it inhabits.
It’s a celebration of the great outdoors in all its natural beauty, and a commitment from Kathmandu – to do anything they can to leave it just as they found it.
2022 Awards
Total Points: 2
Merit Award
Credits
Agency
Special / Auckland
Client / Brand
Kathmandu
Art Director
James Showler
Chief Creative Officer
Tony Bradbourne
Cinematographer
Campbell Brown
Creative Director
David Shirley
Justin Butler
Letizia Bozzolini
Director
Stefan Hunt
Editor
Leila Gaabi
Executive Creative Director
Jonathan McMahon
Lisa Fedyszyn
Executive Producer
Declan Cahill
Leah Churchill Brown
Sally Lankshear
Charlotte Griffiths
Photographer
Pip Cowley
Strategist
Ed Gunn
Acting Global Communications Manager
Michaela Clark
Business Director
Kate Syms
Business Executive
Ruby Koia
Campaign Marketing Manager
Cara Lloyd
Chief Customer Officer
Eva Barrett
Chief Strategy Officer
Rory Gallery
Claymation
Kate Isobel Scott
Colourist
Dave Gibson
Creative Manager
Glenn Gibbins
General Manager
John Marshall
Ibis Puppet
Paul Trefry
Lead Business Partner
Nicole Robertson
Music Licensing
Tamara O’Neill
Post Creative Director
Stefan Coory
Post Producer
Sophie Loughran
Sound Engineer
Andy Morton
VFX Supervisor
Glenn Holbrook
Julian Ford
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