PROBLEM

In its social networks, the biking apparel brand talks about cycling as a sport, but its main consumers are students and young professionals riding bicycles for commuting. Closca needs to redefine its brand territory.

INSIGHT

Professionals from many disciplines are hiding their sustainable and eco-friendly attitudes and actions, because they are afraid to look less serious, committed, and competent than their peers, risking their career future.

STRATEGY

To teach that sustainable attitudes and actions are also ways to be responsible and commited.

SOLUTION

To teach that is OK to invest in the future of your career, but is better if you combine it with eco-friendly actions, to assure that future is possible.

SOME DRAFTS TO HELP CREATIVITY

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