Performance marketing agency Journey Further has launched its first creative campaign for international clothing textile brand TENCEL.
The agency has been tasked with creating a brand platform and launch campaign for the brand, in a bid to boost better engagement with consumers seeking sustainable fashion.
TENCEL, which is Lenzing Group’s brand for textiles, creates fibers from sustainable wood sources which goes into fabrics for products around the world.
The strategic plan for the campaign aims to highlight the brand partners of TENCEL including Fila, Jack&Jones, Esprit, Guess, Only and Selected.
The ‘X’ campaign included new brand guidelines to highlight co-branded partnerships and has been rolled out across the UK, Germany, Turkey, India, Indonesia, Singapore and China, and is due to launch in the USA in 2022.
The campaign also includes static and video assets deployed across social media platforms, with 30 second ads, six second ‘bumpers’, and a 3D animation made alongside We Are Covert showcasing the story behind TENCEL.
Linda Chan, Head of Global Brand Management at TENCEL, said: “We look forward to continually developing the X campaign with Journey Further as we venture into new global markets and partner with more leading fashion brands.”
Billy Burgoyne, Design Director at Journey Further, added: “The campaign’s X is a flexible and bold visual device which allows us to celebrate TENCEL™’s exciting brand partnerships while at the same time informing the audience of where they can now buy products containing their fibers.
“We’re most invigorated when we work with purposeful brands and TENCEL’s goal to define a new standard for sustainable fashion is something we’re really excited and proud to have been part of.”
