Econyl X Speedo
Leveraging ECONYL® technology, Speedo’s reputable brand, and a powerful environmental
message, we engaged a new generation eager to support ocean preservation efforts.
Agency: Pentland Brands
Campaign Strategy
Creative Exploration
Overview.
In a strategic partnership with ECONYL®, Pentland Brands’ creative agency launched a dynamic campaign for Speedo, aiming to engage a young, environmentally conscious demographic. This campaign highlighted Speedo’s commitment to sustainability, using ECONYL® regenerated nylon—made from discarded fishing nets and fabric scraps—to produce eco-friendly swimwear. They were the only brand working with ECONYL® at the time, a highly innovative company that brings discarded fishing nets and product scraps into the regeneration cycle.
Together, they converted this into high-performance swimming gear.
Our challenge.
The challenge was to create awareness among 13-to-18-year-olds, a group passionate about activism yet often perceived as engaged in ‘slacktivism’. Our objective was to transform this perception and motivate genuine action by aligning the brand with the values of environmental stewardship and sustainable living, making the campaign resonate with their ideals of a better future.
What we did.
We anchored the campaign’s compelling core message to the stark projection
that by 2050, oceans will likely harbour more plastic than fish. The idea ‘Let’s start
an evolution,’ is a battle cry against ocean waste. It awakened a sense of urgency
by sparking the realisation that the time for passive concern has passed.
Our idea leverages the inherent idealism of young people, positioning Speedo as
a brand that doesn’t just sell swimwear but sells a better vision for the future.
The campaign achieved significant traction, generating over 2 million organic clicks and dramatically enhancing brand perception, with a vast majority of viewers acknowledging a heightened positive image of the brand. This campaign proved
that environmental goals and commercial objectives could be symbiotic, each
driving the other towards a sustainable future.
