KEEN

Keen has been at the forefront of eco-friendly manufacturing practices and sustainability since long before it was a buzzword in the Outdoor Rec Industry, but no one knew about it. That’s because they haven’t been good at telling their story. The solution? Detox Your Planet— a campaign to share their good works with the world and urge others to join in the mission.

We started with a series of animations for owned and paid media to illustrate the kind of ‘Consciously Created,’ industry-leading strides Keen has pioneered with their manufacturing practices.

Making dense information about sustainable practices digestible and even, dare I say, entertaining, isn’t easy, so we knew we were on to something interesting. We followed up with a series of light-hearted feature/benefit focused animations to support the season’s hero products in-store and online.

Seeing an opportunity to spread our Call to Action, ‘Detox Your Planet’ far and wide, we created a host of in-store, POP communications materiels to carry our message to shoppers in retail environments like REI and Cabela’s.

Anchoring ideas in consumer’s minds takes years of consistency and frequency, but Keen is now well on it’s way to becoming the go-to outdoor brand for sustainable practices.