#CampaignRadar: Upcycling brand’s store launch invite washes away
Founders Mike Schlebach and Jasper Eales wanted to use the opening of their new Sealand Gear experience store to entrench the brand’s philosophy of treading lightly on the planet. For this, they turned to Publicis Machine to reinvent the traditional invitation. Created by French sand artist JBen, the beautifully produced video invitation was emailed to Sealand’s select guest list, which included clients, celebrities, media and social influencers.
Watch our #Campaigns and #CampaignRadar playlists on YouTube!
“We didn’t just want this to be an invitation,” says Brendan Hoffmann, Publicis Machine group creative director. “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. [By] 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 [is].”
Sealand is a local upcycling brand known for its high-end design goods that are produced to leave no trace on the environment. The new store opened on 11 April 2019 at the new Dock Road Junction at the V&A Waterfront in Cape Town.
Client: Sealand Gear
Creative director/co-founder brand representative: Jasper Eales
Co-founder brand representative: Mike Schlebach
Intern: Piers Rosholt
Agency: Publicis Machine
Managing director & CCO: Gareth McPherson
Group creative director: Brendan Hoffmann
Copywriters: Kabir Jardine, Sam Newdigate
Designer: Rameez Dollie, Mikaila Keeves, Dani Loureiro
Art director: Ali Bester
Account manager: Tammy Dent
Agency producer: Nicky Scheepers
Sand artist: Jehan Benjamin, JBen beach art
DOP/grade: Barry Smit
DOP: Rob Martin
PR: Hayley Upson
— One subscription form, three newsletters: sign up now for the MarkLives newsletter, including Ramify headlines; The Interlocker, our new monthly comms-focused mailer; and Brands & Branding, launching soon!