Being Spain’s leading vegan sneaker brand meant something impossible: beating the sustainability game while still playing by the rules.
SAYE, on its way to B Corp, was looking for a content strategy that would reflect its commitment to sustainability without losing its love for the classics. Our proposal: make use of the effective codes of traditional advertising, but with a transformative message. Textbook subvertising.
From there, we built a strategy around three non-negotiable:
- Radical sincerity with the tagline ‘Walk the talk’. We’re not into hiking or surfing; we’re city dwellers, entrepreneurs, true to a business model with real social impact.
- Communicate the way a B Corp would. We adopted a discursive approach similar to that of benchmarks such as Patagonia or B Corporation (People using business as a force for Good).
- Be our own buyer persona, the one who accepts the rules of the game but demands ethical, social and environmental sensitivity. They are the changemakers, a community we are part of.
The rest is SAYE opening up new paths so that the rest of us can reach better places.
