Icebreaker
Keep it real
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The request
Showcase the “Keep it Real” campaign for Icebreaker, the New Zealand brand that pioneered the sustainable use of merino wool. It cuts through greenwashing to showcase the brand’s genuine commitment to the environment and reinforces a clear, transparent and nature-focused identity.
The challenge
We worked closely with the Icebreaker team to understand their philosophy and goals, creating an interactive experience that highlights the brand’s choices. Centred around the contrast between natural and artificial, the landing page guides users through concrete facts, such as the use of 96.14% plastic-free fibres and 100% traceable wool. The age also addresses ongoing challenges to emphasise Icebreaker’s authenticity and ongoing commitment to a better future.
The outcome
With a direct and sincere tone of voice, we told the story of Icebreaker’s sustainable DNA and values through an engaging digital experience. The landing page “lays bare” the brand’s choices by contrasting them with those of the market: interactive animations allow users to compare synthetic and natural fibres, highlighting the benefits of merino wool while testimonials from producers in the sustainability programme add authenticity to the narrative. As users scroll, they discover key facts and insight into Icebreaker’s commitment and gain direct access to the collections. The campaign was highly praised by both consumers and industry professionals, strengthening Icebreaker’s position as a leader in sustainable apparel.
