Client

Type

Year

Go for Nature

Communication

2021

Business objectives

Approachable sustainability
Circular fashion

Project Info

Context

The creative direction for Go for Nature was anchored in the tension between sustainability and style. Our objective was to create visuals that reinforced the brand’s environmental commitments without appearing didactic or overly corporate. The choice of analog film was both an artistic and strategic decision: it conveyed authenticity, introduced tactile imperfection, and underscored the campaign’s connection to nature and sustainability.The resulting imagery balanced fashion-forward aesthetics with a natural, approachable tone—bridging the gap between environmental messaging and aspirational style

The creative direction for Go for Nature was anchored in the tension between sustainability and style. Our objective was to create visuals that reinforced the brand’s environmental commitments without appearing didactic or overly corporate. The choice of analog film was both an artistic and strategic decision: it conveyed authenticity, introduced tactile imperfection, and underscored the campaign’s connection to nature and sustainability.The resulting imagery balanced fashion-forward aesthetics with a natural, approachable tone—bridging the gap between environmental messaging and aspirational style

Strategy

One of the core challenges of the  campaign was to communicate sustainability initiatives in a way that was clear, credible, and not distancing. Our goal was to combine editorial approach to visual communication with direct claims that emphasized tangible product attributes often sought by fashion-conscious customers We began by reviewing brand's product and sourcing initiatives to identify credible proof points. From this, we developed a criteria-based messaging framework that highlighted use of recycled materials and responsibly sourced leather.

One of the core challenges of the  campaign was to communicate sustainability initiatives in a way that was clear, credible, and not distancing. Our goal was to combine editorial approach to visual communication with direct claims that emphasized tangible product attributes often sought by fashion-conscious customers We began by reviewing brand's product and sourcing initiatives to identify credible proof points. From this, we developed a criteria-based messaging framework that highlighted use of recycled materials and responsibly sourced leather.

Communication

One of the core challenges of the Go for Nature campaign was to communicate CCC’s sustainability initiatives in a way that was clear, credible, and consumer-friendly. Sustainability messaging in fashion often risks becoming overly technical or burdened with jargon. Our goal was to avoid that pitfall by creating simple, direct claims that emphasized tangible product attributes. We began by reviewing CCC’s product and sourcing initiatives to identify credible proof points. From this, we developed a criteria-based messaging framework that highlighted: - Use of recycled materials  in product design. - Use of responsibly sourced leather in footwear and accessories. - The broader principle of designing with nature in mind. By grounding the messaging in verifiable product attributes and delivering them in plain, accessible language, the campaign achieved both credibility and consumer appeal.
One of the core challenges of the Go for Nature campaign was to communicate CCC’s sustainability initiatives in a way that was clear, credible, and consumer-friendly. Sustainability messaging in fashion often risks becoming overly technical or burdened with jargon. Our goal was to avoid that pitfall by creating simple, direct claims that emphasized tangible product attributes. We began by reviewing CCC’s product and sourcing initiatives to identify credible proof points. From this, we developed a criteria-based messaging framework that highlighted: - Use of recycled materials  in product design. - Use of responsibly sourced leather in footwear and accessories. - The broader principle of designing with nature in mind. By grounding the messaging in verifiable product attributes and delivering them in plain, accessible language, the campaign achieved both credibility and consumer appeal.

Impact

Go for Nature was rolled out across multiple European countries, adapting seamlessly to local contexts while maintaining a consistent creative identity. Key characteristics included: Analog and film-based photography, reinforcing authenticity and environmental connection, community-focused storytelling, highlighting togetherness and approachability, Fresh visual language, striking the balance between sustainability messaging and fashion sensibility.

Go for Nature was rolled out across multiple European countries, adapting seamlessly to local contexts while maintaining a consistent creative identity. Key characteristics included: Analog and film-based photography, reinforcing authenticity and environmental connection, community-focused storytelling, highlighting togetherness and approachability, Fresh visual language, striking the balance between sustainability messaging and fashion sensibility.

Credits

Dan Beleiu Dominik Panasiuk Maria Mastalerz