With the knowledge that the fashion industry is a major contributor to environmental waste, menswear brand Barkers has developed a new campaign that sets out the brand’s motivations and values for the future.
Called ‘Made For Life’, by brand agency Switch, the 90-second TVC features men answering “the call of the open road” by adventuring outdoors including riding motorbikes, surfing and road tripping as well as urban scenes at restaurants and music concerts.
A voiceover explains how Barkers will help customers live life to the fullest but also its awareness of its own environmental impact, summed up by the line “Life is made for living, we’re made for life”.
Already working on numerous aspects of its sourcing and supply chain including the use of more sustainable and organic fabrics, Barkers Group managing director Jamie Whiting says the retailer considers the campaign a declaration of intent.
“Rather than have it sit on the wall at the office, we wanted to be transparent with our customers and the wider public. It’s a line in the sand that gives new meaning to everything we do from this point on and opens us up to be judged on the merits of what we do.”
Chris Jones, founder and creative director of Switch, says it was a rare opportunity to remove commercial imperatives and focus on making a strong brand statement.
“The goal for Barkers was clear, but rather than be apologetic about not being quite there yet, it’s about being transparent with the audience. On the one hand it’s a statement about the way Barkers lives and sees the world, while also making a commitment to do things better and sharing the journey with the consumer.”
To prove how serious they are, Barkers have made this its largest campaign investment yet to ensure the message is received.
Launched early November, the ad is being rolled out through cinema, OnDemand and Air New Zealand in-flight entertainment and supported with a billboard and mall-light campaign.
Production company: Switch/Thievery
Sound design: Bigpop Studios
Narrator: Michael Hurst
Barkers group managing director: Jamie Whiting
Barkers CEO: Glenn Cracknell