Dole X Pinatex with L&C
HARVESTING OLD PINEAPPLE LEAVES INTO A NEW $100MM PLANET-SAVING INDUSTRY.
THE SITUATION
From the first pineapple James Dole picked from a tree in Wahiawa, Oahu back in 1901, Dole has had to deal with a perpetual problem:
What happens to all those pineapple leaves after harvest time? Do you leave them to rot on the ground, or, do you send them off to landfills?
Either way, greenhouse gases happen.
THE SOLVE
Dole partnered with the geniuses at Ananas Anam to create a sustainable solution: Piñatex — A vegan leather alternative made entirely from discarded pineapple leaves.
We supported this partnership with launch and ongoing marketing materials, including a film showcasing the infinite possibilities of Piñatex, which has grown from being a great idea on paper to being used by over 100 brands, including everyone from H&M to Nike.
- Project Roles
- Copywriter, Creative Director
- Company
- L&C
- Skills
- Commercial, Conceptual, Content, Documentary, Editing, Film, Integrated, Language: English, Management of Teams 1-10, Mobile, Reality, Social, TV, Video Journalism, Creative Direction, Copywriting, Strategy, Research, Content Strategy, Creative Strategy, Brand Strategy, Social Media Strategy , Consulting, Sound Editing, Sound Mixing, Creative Research, Content Writing, Directing
- Media
- Advertising, Brand Films, Branded Content, Case Study Videos, Commercials - Video, Documentaries, Short Films, Social Media Content, Social Media Copy, Treatments, Viral Films, Commercials - Broadcast, Scripted TV, Unscripted TV, Television, Briefs, Branding, Brand Identity, Film Editing, Campaigns
- Project Industries
- Advertising, B2B, Fashion, Media, Packaged Goods, Retail, Technology
