Kate concludes: “We hope this campaign resonates with our community in a thought-provoking way and reminds them of the other Amazon, encouraging all of us to think about how we can be better environmental stewards.”
With the Keep The Amazon Prime campaign, the brand aims to raise awareness around the world’s largest rainforest which is home to 10 per cent of the planet’s biodiversity, stabilising the global climate. It is a bellwether for the health of our planet that is currently at its tipping point, especially in the southeastern section which has become an emitter of greenhouse gases instead of a carbon sink.
On the thought behind the campaign, Kate Ridley, chief brand officer at Allbirds, explains: “We were drawn to the insight of ‘remember when the word Amazon meant the rainforest’, and began building on this idea, which led us to keeptheamazonprime.com. We worked with Wrestler as our creative partner and together we wanted the content to be engaging, and entertaining, while highlighting the important message of protecting the Amazon. The infomercial creative brings attention back to the real Amazon in a tongue-in-cheek way, and our hope was that the intentionally ridiculous direction would make viewers curious and ultimately pause to engage with it.”
Alongside the video, Allbirds have launched an early-web microsite, which includes a donation link to Amazon Watch, a charity that focuses on protecting the rainforest and advancing the rights of Indigenous peoples in the Amazon Basin. With every donation made, Allbirds has pledged to match donations up to ,000 USD, running from 20 April to 30 April.