We were instrumental in amplifying the impact of Ally Capellino’s partnership with organic hemp producer Margent Farm, creating an innovative campaign framed around the probing question: 'Can a simple bag spark a debate?'. The project was driven by a desire and need to highlight the problems and issues surrounding hemp production in the UK, which is integral to the brand's wider sustainability drive.
Outcomes
Editorial achieved focus on the backpack and sparked wider conversations about the sustainable super fibre hemp. This Way Next ensured visibility of the partnership campaign with editorial achieved in GQ, the Observer, Guardian online, New York Times and the Industry Fashion. The campaign also helped position the brand with key sustainability advocates and media including Lucy Siegle, Bel Jacobs and Lucy Kebbell of the Vendeur.
