Haglöfs

Coming clean about carbon offsetting

Topics
Climate action
Transparency
Services
Creative campaigns
Communications strategy

We created the campaign to announce Haglöfs' climate targets by coming clean about carbon offsetting.

50%

emission reduction by 2030

The Challenge

Outdoor company Haglöfs had a new climate strategy to offset their scope 1, 2 and 3 emissions and become climate neutral by 2021, before reaching net zero by 2030.But with so much greenwashing to compete with, how do we cut through the noise and establish Haglöfs as a climate leader? Well, when you’re known as Outsiders By Nature, you’ve got to think outside the box…

The solution

There are lots of things we need to slow down for the sake of our planet, but carbon reduction efforts to need to move faster. And while offsetting might be the best option right now, it still feels a little like cheating. So we leaned into that awkward truth and launched Coming Clean, a campaign that enabled Haglöfs to talk about their big plans to cut emissions, as well as be completely honest about how they’re getting there.

A campaign that enabled Haglöfs to talk about their big plans to cut emissions, as well as be completely honest about how they’re getting there.

Through the campaign, we presented the unconventional outdoor company as the transparent and trustworthy leaders in their, ahem, field – and made cheating something to shout about for once!

Social media campaign

The impact

The double-take inducing message about cheating struck a cord in the industry, gaining Haglöfs attention as well as admiration. And giving them a way to lead the more difficult conversations around sustainability.

Print ad in The Guardian, Dagens Nyheter and Helsingin Sangomat

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