If it’s been done, it’s been done in Baggies. Patagonia founder Yvon Chouinard first designed Baggies shorts in 1982. In 2018, we celebrated them with limited styles and a campaign to revisit the iconic do-it-all shorts, with a reduced environmental impact.
Case Study ↓
Campaign Creative Direction
With a reduction in carbon impact and an anniversary coming around the corner, the full line of Baggies shorts was relaunched in 2018. In addition to the full colourful spectrum of styles, a limited edition Fun Hog print depicting the original adventure.
Creatively, it seemed fitting to develop a complimentary campaign system that balanced impact messaging, adventure and a colourful array of shorts.
Social Storytelling & Commerce
Working with creative and social teams, a strategy was formed around community stories from years past, including photography old and new, of people adventuring, sporting and lounging in Baggies shorts.
The campaign was well-received in social platforms and generated a vast amount of user-generated content for future and mid-campaign marketing tactics.
