Patagonia Patagonia Kills Patagonia
Counterfeits have long posed a challenge for Patagonia. As a company dedicated to protecting our planet, Patagonia has remained committed to eco-friendly manufacturing. However, the prevalence of replicas on the market contradicts these efforts, as their unethical production processes cause significant environmental harm.
Many consumers are simply unaware of this impact, continuing thier contributiion to environmental degradation.
So Patagonia launched the "Patagonia Kills Patagonia" awareness campaign that addresses replicas as a threat not only to the brand's identity but to our planet.
2024 ANDYs - Gold
2024 Young Ones - Merit
2024 New York Festival - Finalist
2024 AAF - Silver
Credit: Yul Han, Chaeyoung Moon / Instructor: Bowook Yoon
[Print]
We launched a series of billboards that initially puzzled the public, appearing as if Patagonia is censoring itself. Scanning the QR code led to counterfeit websites, but with a twist: pop-up scams that raise awareness about the issue before redirecting to our site.
[Social]
Our affiliated charities joined our cause by sharing it on their socials, amplifying the buzz.
[Exclusive Clothing Line]
The redirected link from the QR code pop-up led to the release of our exclusive clothing line. Either reporting counterfeit supply sources or donating old counterfeit items unlocked access.
[Counterfeit Donations Makeover]
Patagonia took the next step by imprinting the campaign logo on the donated counterfeits before sharing them with affiliated charities.
