The Client
Teflon Fabric Protector, part of DuPont is a product that combines repellent and stain release to not only repel water, oil, and other liquids, but to also remove ground-in stains in the wash. North Sails was founded in 1957 by Lowell North, an American sailor and Olympic Gold Medalist. Year after year, Lowell North and his team pioneered new innovative technologies that conquered wind and water. Explored the Ocean. And won races. Today Lowell North’s inspiration lives on in North Sails Apparel as well.
The Challenge
North Sails and Teflon® were looking to create a piece of video content that showed off the North Sails jacket with Teflon® qualities that could go beyond their usual yachting consumer. The film would be shown at trade shows and online and communicate the technical aspects of the jacket whilst also being an emotive film that would create a desirability around the wearability and fashionable nature of the jacket.
The Solution
Starting right from the drawing board the Preen team developed a series of creative approaches that captured both the protective nature of Teflon Fabric Protector and the versatility and fashion forward design of the North Sails jacket. The chosen approach; a poetic monologue delivered straight to camera by a charming, fashion forward, laid back individual was then brought to life by our production team. The monologue tells the story of ‘The Duck’ a ‘perfectly designed water repellent species’ likening the qualities of a ducks feathers to the water repellent nature of the North Sails jacket. Intertwined with beautiful slo-mo footage of a duck’s feathers, on which we see droplets of water beading up and rolling off. The duck was filmed safely in a purpose built water tank. The success of the film rested heavily on the shoulders of one character and his delivery of the monologue, so a great deal of time was spent ensuring a thorough casting process that ultimately led to the perfect protagonist. Our Director worked closely with the actor to refine and perfect his delivery so it felt effortless and engaging. North Sails were keen to ensure the jacket appealed to non-sailors as well as those familiar with the open sea so we ensured a nod to sailing; the location of a coffee shop by a dock, without too much emphasis so as not to alienate non-sailors.
‘I just wanted to express my sincere thanks to you and the whole team for once again producing such a high quality commercial, which I’m sure will help increase brand awareness and drive sales of the North Sails jacket.’
Andy Deeks, EMEA Marketing Communications Manager, Teflon
Andy Deeks, EMEA Marketing Communications Manager, Teflon