Kari Traa: No more secrets.

Kari Traa, a sportswear brand, launched a campaign in Norway to position itself as a brand aiming for full sustainability, launch its first sustainable collection and achieve a sales target of 1.4m NOK.

While leading Norwegian sportswear brand Kari Traa were working on their latest top secret sustainable project, we advised them to cut through the greenwashing bubble and openly admit that they still lack necessary know-how when it comes to sustainability. We came up with the "no more secrets" initiative, inviting the competitors to collaborate by sharing their tech secrets. We created a provocative invitation, cutting and ripping their logos apart and then sewing them together. We provoked them with our heart and the results are amazing. Kari Traas approach captured the imagination of competitors and consumers alike. Selling 66% above target,...

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