Founded in 1889 in the US, the workwear brand Carhartt has become well-known for its durable denim and canvas apparel. 100 years later, Carhartt WIP was established in Europe and since then has been carefully adapting and modifying Carhartt’s core product characteristics for a younger, more fashion-oriented consumer. The brand has also become a notable player in music and skateboarding. Carhartt WIP’s own skate and BMX Teams and its music label “Combination Records” were introduced in the late 1990s / early 2000s.
GORE-TEX is synonymous with extreme waterproofness. With the introduction of GORE-TEX INFINIUMTM, the brand has widened its field, producing technologies that put a focus on comfort while still providing the highest level of protection.
For Spring/Summer 2020, Carhartt WIP launched its first ever GORE-TEX products using INFINIUMTM technology on a selection of pieces.
Beinghunted. has supported the partnership between the GORE-TEX brand and Carhartt WIP from its early stages and was brought on board for the production of the launch assets.
Production
Focus: Storytelling
Together with Carhartt WIP, Beinghunted. devised a storyline that would support the functional aspects of the products and their versatility. In accordance with the targeted consumer and audience, Beinghunted. created a creative brief and assembled the production team.
The campaign showcases the use of a Carhartt WIP jacket with GORE-TEX INFINIUMTM product technology. It is worn without reservation despite its slightly higher price point. It protects from the elements in all weather conditions. It is the perfect everyday companion.
Through the storytelling, the common misconception that technical fabrics require high maintenance was to be dispersed. The assets communicate the opposite – despite the functionality, the care process is as easy as washing any “regular” piece of apparel: wash, dry, iron – go.
The video was shot on two production days in a total of eight different locations in Berlin and the mountainous region of Sächsische Schweiz.
The assets produced for the launch of Carhartt WIP’s first GORE-TEX products were distributed via all major news-websites. Most global Carhartt WIP social media channels – more than 20 – featured the story over three posts throughout the month of March 2020 generating considerable visibility for this campaign.
