Nian Bao Yu Ze "Leave No Trace" Campaign

Jack Wolfskin, as a global leading outdoor brand, wanted to create a social campaign that can raise consumer’s awareness on how our destructive lifestyle is affecting the nature, how to empower&inspire consumers to engage and act. The challenges are also in offline planning and activation, how Jack Wolfskin could bring 200+ business partners who are not experienced in outdoor expedition to high-elevation areas and trek through the unknown territories to participate in the clean-up movement. “Leave No Trace” has always been a global guideline for outdoor expedition. It promotes the philosophy of minimum human impact practices when visiting the outdoors. However, with little to no awareness among Chinese consumers, there are incalculable human trash and waste left in natural environment. So we work with the brand and the agency to create campaign “No Plastics”. We design the itinerary, the planning and the logistics with destination, and work with business partners and brand on content creatives and social promotion. The first social campaign was so impactful and the brand witness significant consumer engagement and affinity. The brand has continued its environmental protection efforts under “No Plastics” to its long-term strategic plan.