SALOMON SUSTAINABLE STORIES

In 2021, the Salomon “Play Minded Program” team came to me with a request : how could we talk about the sustainability efforts of the brand in a way that would feel unique, through regular content for the Youtube channel ?

Together with the Head of communications of the brand - and future host extraordinaire - Tim Sweeney, we decided to go for a light hearted and honest approach. This felt to us as the best way to combine the « Time to play » mantra of Salomon at the time while avoiding the feeling of greenwashing that often pollutes these campaigns. The result was the « Sustainable Stories » YouTube series. 

They relied on 3 pillars :

• No « BS » : say things as they are, don’t shy away from saying where we can do better, share what we ARE doing, not big theoretical plans.

• Don’t take yourself seriously : Tim is a born entertainer, and from day 1 we both knew that we wanted to write him as a character that would be a comedic relief for the audience. Sustainability can often be a somewhat boring subject, so he would be the way to make it fun.

• Stay in movement : Aaron Sorkin’s « walk and talks » are renowned for a reason. They allow the delivery of exposition to feel dynamic and engaging. In our case, this meant that the host was always in movement when explaining problems or solutions. We also added some motion design for each episode as the tool for explaining a key concept. This also served as a social media asset to promote the episode.

The result was a high engagement throughout the series, both internal and external. This series also participated in helping Salomon become a brand known for its sustainability efforts for the first time in 2022.