Patagonia

Challenge: As the maker of outdoor apparel, Patagonia needed to better communicate its exceptionally deep environmental commitment across all aspects of its business.

Solution: What better way to demonstrate commitment than by risking sales? I developed a groundbreaking, now-iconic ad concept that stood out in a sea of greenwashing with unexpected—and counterintuitive—messaging. An ad that only Patagonia would have the guts to run, which it did, in the New York Times on Black Friday. It featured a photo of Patagonia’s most popular jacket, with a surprising headline: “DON’T BUY THIS JACKET.”

Result: This ad, first appearing on the day most known for consumerism, was shocking enough that it generated massive media coverage, industry buzz, and, most importantly, brand loyalty. It also created a foundation of credibility among customers that led to Patagonia being named “Most Reputable Brand” by the Axios/Harris poll.