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The client was prioritizing international distribution through the professional buyer channel and wanted to gain critical mass across the intermediary market. Casey Quirk conducted primary research by interviewing international asset managers and intermediaries, determined a set of best practices for international distribution, identified optimal coverage ratios for relationship managers, sales support and marketing strategy roles and created a key set of requirements based on the needs of intermediaries. With Black Friday shoppers getting pepper-sprayed at Walmart, it seemed like a good time for advertising to take stock of consumerism gone wild—and perhaps suggest a less selfish approach to holiday shopping.
In the most potent environmental appeal of the season, the outdoor outfitter placed a full-page ad in The New York Times on Friday (and is repeating the messaging online today, for Cyber Monday) in which it asks people to buy less—of everything, including its own products. The point is, Patagonia, whose business relies literally on the outdoors, is in it for the long term.

As with almost any environmental appeal from a big corporation, the ad is, of course, hypocritical. To make it required 135 liters of water, enough to meet the daily needs (three glasses a day) of 45 people. Its journey from its origin as 60% recycled polyester to our Reno warehouse generated nearly 20 pounds of carbon dioxide, 24 times the weight of the finished product.
It's a company, it wants to grow, and it will continue to harm the environment in the process. It comes off as a genuine attempt to get people to start thinking about sustainable consumption.

It acknowledges the hypocrisy of trying to lead such an effort while also hurting the planet—but the messaging offsets that hypocrisy, at least in part, with the boldness of the appeal.

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