Patagonia
Patagonia People - A Campaign for Good

For Patagonia, activism is not a marketing ploy or a fleeting awareness campaign—it is the core of the brand, deeply woven into its DNA. That’s why my team and I anchored our "Campaign for Good" around Patagonia, focusing on the skilled hands that create its clothing. The Patagonia People project places garment workers at the forefront by replacing standard tags with 'tribute tags' featuring portraits of mill employees, launching new collections and clothing lines bearing their names, and donating a significant portion of profits to the International Labour Organization (ILO). Prioritizing visibility over virality, this campaign makes gratitude and recognition tangible through wearable stories. The supporting marketing assets below bring the Patagonia People initiative to life, amplifying its humanist message across a wide range of channels.