Title	THE COLLECTION OF TOMORROW
Brand	BERGANS
Product/Service	SPINNOVA
Category	B02. Breakthrough on a Budget
Entrant	POL Oslo, NORWAY
Idea Creation	POL Oslo, NORWAY
Production	BERGANS OF NORWAY Asker, NORWAY

Name	Company	Position
Rikke Sofie Jacobsen	T/A POL AS	Copywriter
Sara Marie Hødnebø	T/A POL AS	Art Director
Anette Bellika Finnanger	T/A POL AS	Art Director
Marius Eriksen	T/A POL AS	Account Director
Tone Bøygard	T/A POL AS	Account Manager
Pia Lystad	T/A POL AS	Designer
Robert Arntsen	Bergans Norway AS	Creative Brand Manager
Ole Jakob Bøe Skattum	T/A POL AS	Designer

Why is this work relevant for Creative Strategy?

This campaign shows how creativity in strategy can help redefine the product and change the narrative of the product and brief.

Background

Bergans is one of Norways biggest outdoor brands. Bergans Future Lab is always working on new and sustainable ways to produce their products. For this campaign they're collaborating with Spinnova to release the first backpack that is 100% circular and fully recyclable. A backpack made from a new kind fabric made of wood cellulose that can be recycled back to the original fabric without any use of harmful chemicals. A truly circular and impact free garment. The objective was to launch and sell 20 backpacks, while also getting the buyers to commit to return the backpack after a year so that Bergans could analyse the fabric and recycle it (put the theory in to practice).

Interpretation (30% of vote)

We saw an opportunity to turn this product trial study in to a brand campaign to showcase the overall ambitions of Bergans as a sustainable outdoor brand. We could only sell 20 backpacks but the challenge was to get even more people to know about this and make this a symbol of the innovation at Bergans. We also wanted to position Bergans as a sustainable out door brand.

Insight / Breakthrough Thinking (30% of vote)

To buy a backpack, then return it after a year to have it recycled doesn't sound like a lot of fun. But the deeper we went into the what this project really meant, something very interesting came up. Because this backpack is not only recyclable, it's 100% circular. This means that every single fibre can be re-used in a new way. So where everyone else see just a backpack, we see a million possibilites. It's a backpack right now, but it could be turned into any other type of item, without losing a fibre or making a dent in the environment. So instead of focusing on what this product is right now, we wanted to focus on what the real impact of circular items really are.

Creative Idea (20% of vote)

We launched "The Collection of Tomorrow" instead of a backpack. However, the first item of this collection happens to be a backpack, and the lucky buyers of "The Collection of Tomorrow" can come back to Bergans after a year and have their backpack re-made into the next item in the collection, a jacket. If they didn't want the product, we bought it back and sold it to someone else. We launched the campaign on Black Friday 2019 as a counter action to shopping frenzy, instead of launching a backpack we launched an idea of a more sustainable consumption.

Outcome / Results (20% of vote)

We had over 150 applicants to buy the backpack from over 25 countries. We got the Sustainability Achievement Award at ISPO 2020. We got great PR coverage in Norway and abroad.