The ask: Write a manifesto, create a brand film, and create activations for Filson
Insight: Filson will outlive you
Big idea: Filson is undying
Idea: The first activation is a mural with pictures submitted on social media using #FilsonFamily. The pictures of families wearing their Filson gear will spell out the phrase “Follow to outlast your legacy.” The mural will be placed on the sides of Filson stores to lead people into the store. The mural will also be utilized in Filson’s catalog to serve as as an extension of the artwork.
Reason: The mural shows familial pride, much like owning Filson for generations and passing down their apparel.
Idea: This activation is a clothing donation drive program within Filson stores. The donator leaves a short letter within the clothing’s pocket about the legacy of the piece of clothing, and how that piece of clothing was used. The donator’s name is then sewn inside the piece of clothing, and upon a new owner choosing that piece of clothing, their name is sewn into the piece of clothing with hopes of connecting both owner’s legacies. The drive will begin on July 15th, National Give Something Away Day.
Reason: Filson costumers have a chance to impact someone else’s life and create an even longer lasting legacy through that new owner.
Idea: The final activation includes pop-up nature inspired Filson branded booths in major cities. At the booths, customers can buy Filson’s newest seasonal apparel. With the purchase of every seasonal item, the customer will receive a mini tree to plant in honor of their family. If the purchaser is unable to plant a tree due to living situations, Filson will plant a tree in their family’s honor.
Reason: Trees can live for generations, just like the familial legacies tied to Filson apparel.
