Short List
Category A04. Early-stage Technology
Entrant POL Oslo, NORWAY
Idea Creation POL Oslo, 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 Innovation?

This campaign shows the future of recyclability and material innovation in the outdoor market.


Bergans is one of Norways biggest outdoor brands. Their Future Lab is always working on new and sustainable ways to produce their products. For this campaign they had a collaboration with Spinnova to release the first 100% circular and fully recyclable item. A backpack made from a new kind of wood cellulose that can be recycled back to the original fabric without any use of 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).

Describe the idea

To launch this product we didn’t focus on the backpack, we focused on the future – on what this backpack could theoretically be in a year, or two, or three. We created the “The Collection of Tomorrow” where this backpack was the first item of the collection, and all future items would made using the bags we sold. We gave the buyers the opportunity to come back next year and have their backpack remade in to next item in “The Collection of Tomorrow”, or just return it and get their money back so we could make it into the next item and sell it so someone else.

What were the key dates in the development process?

Black Friday 2019 – Launch January 2021 – Part two of the campaign

Describe the innovation / technology

Spinnova is a brand new fabric made 100% out of wood and is 100% circular. This fabric can be recycled and remade without the use of any harmful chemicals.

Describe the expectations / outcome

If this material scales and meets other standards it opens up so many new possibilites to create sustainable outdoor clothing and a move towards a circular economy.