VF Corporation (VFC) came to us to help build belief in its sustainability leadership, and ultimately create confidence and credibility in both the business and brands through film. This required meaningfully connecting VFC with its stakeholders on the topics that matter most – supporting its purpose to ‘power movements of sustainable and active lifestyles for the betterment of people and our planet.’
We created five films, each focusing on a specific topic within VFC’s sustainability story. People, Product and Planet are at the core of its brand purpose, so our approach was to ensure that VFC’s people were the main focus and to show a clear association to its environment and brands.
We travelled across the world from Switzerland to India to film various aspects of VFC’s sustainability story. We completed interviews, filmed the intricacies of the production process, and created B-roll in the surrounding environment.
The result – a suite of films, each with their own identity and purpose that show the people behind the brands – making it personal, honest and ownable.
Together with a refreshed GRI report, materiality assessment and online experience, the films were launched on social channels in December 2019 and combined received over 30,000 views, 1,300 likes and 100 shares in the opening week.
Our work has also helped VFC brands achieve a record high 7th spot in the fifth annual Fashion Transparency Index, and won Silver at the EVCOM Clarions in the Environment category.