STRATEGIC OBJECTIVE

VF Corp developed a new technology that delivers against the trend of lightweight warmth.  How to tell the story holistically and how to embed this meaningfully across the brand portfolio was the challenge. 

CREATIVE SOLUTION

The “new” was the technology lived as a molecular coating onto existing materials to boost body heat retention by +20%.  Therefore existing designs now have new warmth capabilities.

Through branding and application to the brand portfolio the storytelling device was born, and soon launched adopted across all their brands.