Sea Level Re-Boot
Turning an iconic rubber boot into a symbol of climate change
According to the International Panel on Climate Change, sea levels will rise at least 26 cm (10,25 inches) by 2050. The apparel and footwear industry is responsible for more CO2 than all aviation and boat transport combined. Change is necessary.
The Sea Level Re-Boot features a measuring stick to highlight rising sea levels. As a reminder that if changes are not made now, the boots won’t keep you dry by 2060.
Tretorn is a classic Swedish rainwear brand founded in 1891. From the Spring 2022 collection, Tretorn's best-selling product – the rubber boot – will be made of recycled polyester and certified natural rubber. To highlight this milestone and position Tretorn as a sustainable brand, we created a new product.
The Sea Level Re-Boot is Tretorn’s most sustainable product to date – and it features a measuring stick to highlight rising sea levels. All proceeds go to SEA LIFE Trust’s important work for the oceans and marine life. To date, the proceeds from the sales have resulted in a donation of over €15,000.
In our campaign assets, we portrayed the water as threatening and alarming, but also beautiful. A 500- liter water tank was built in a studio, where all assets were produced. All images were taken in camera, with minimal retouching – no CGI and no stock images.
All images were taken in camera, with minimal retouching – no CGI and no stock images.
Results
The PR work resulted in hundreds of articles and thousands of social mentions, with a total reach of over 74 million.
The story was published in several of the world's largest fashion magazines – including Vogue, Glamour and Chinese Sohu. It’s a global story about a boot that shows the effects of the climate crisis, and a company that takes sustainability seriously.
About Tretorn
Tretorn is Sweden's most iconic rainwear brand, founded in 1891. Today, their jackets and boots can be found in stores all over the world; these products can withstand Scandinavian weather, but they're comfortable and light enough for everyday wear.
Ultimately, Tretorn is about celebrating style, practicality, and sustainability.
Campaign summary
The Sea Level Re-Boot visualizes the long-term effects of the climate crisis. A small design addition helped create an understanding of one of the biggest challenges of our time.
Awards
The One Show
- 1 Gold
- 1 Merit
Cannes Lions
- 1 Silver
Clio Awards
- 1 Bronze
Guldägget
- 1 Gold
Caples Awards
- 1 Bronze
Attribution
Locations
Capabilities