The new Sealand store that opened in April on the V&A Waterfront is a hot local upcycling brand, known for its high-end design goods that are produced to leave no trace on the environment. Founders Mike Schlebach and Jasper Eales, who live and breathe their brand’s sustainable living philosophy, wanted to use the opening of the new store to entrench the brand’s philosophy of treading lightly on the planet. For this, they turned to Publicis Machine to re-invent the traditional invitation.
The result is as graphically beautiful as the Sealand brand and the high-end design goods for which it has become famous, yet simultaneously as poignant as the brand’s ethos – prevent and minimize the negative impact of our consumerism on the planet by leaving no trace.
Companies are finding that the days of surviving off product and profits alone are over. Millennials have impacted the way purchasing behavior occurs and demand more from brands than just an excellent product. They expect brand values to align with their values, and their consumer habits are dictated by personal philosophy. In short: People are becoming ever more loyal to brands that emphasise sustainability. Agencies need to help their clients think more sustainability about their brand communications.
With this campaign the Publicis Machine team demonstrates how to get this right.
“People are becoming ever more loyal to brands that can offer them a quality product that doesn’t negatively impact the planet. This is the essence of what Sealand does and something we wanted to capture within our campaign idea. It wasn’t difficult as it resonates deeply with our business ethos of always doing the right thing. We didn’t just want this to be an invitation. We wanted it to be a demonstration of Sealand’s principles. The brand is driven by sustainability on all fronts, with its current business model physically diverting approximately five tons of waste from landfill per year. Articulating the principles of the business in this way, we believed it would both entice people to come to the store opening and build awareness of who Sealand are.”
-Publicis Machine Group Creative Director Brendan Hoffmann.
Below you can witness the video of the making of the invitation.