North Sails delivers global briefing integrated into Don’t Cry Wolf
LONDON – North Sails, the world’s largest sailmaker, has chosen Don’t Cry Wolf as their global creative agency after a competitive pitch, with the mission to develop and launch a new campaign for their lifestyle apparel brand.
The agency will help B Corp reach consumers around the world with its ‘We Are North Sails’ campaign and ‘ocean positive’ positioning – meaning the company is actively contributing to the regeneration and protection of the oceans – through an integrated program spanning, television advertising, digital, e-commerce, retail, public relations and influencer executions.
Don’t Cry Wolf is responsible for creating North Sails’ Fall/Winter 2022 and Spring/Summer 2023 advertising campaigns. The Fall/Winter campaign, launched this week, features four ambassadors wearing North Sails jackets: pro kitesurfer Karlie Thoma; professional windsurfer Antoine Martin; professional sailor Pete Cumming; and climate activist Jerome Foster.
Campaign strategy and execution is led by Don’t Cry Wolf CEO John Brown, Managing Director Sara Collinge, Design and Brand Director Olly Mitchell and Client Services Director Jamie Weeks.
Kathy Hines, Global Marketing Director for North Sails, said: “It has already been one hell of a journey with the Don’t Cry Wolf team and we have loved every minute of it. Above all, we were looking for creativity, authenticity, and excitement to ensure that our new partner was truly one who felt like an extension of our own team. The ‘We Are North Sails’ concept is all about passion, bravery, resilience and a fiercely protective spirit of the ocean, and we think the Don’t Cry Wolf team have brought this to life wonderfully. , never afraid to challenge ourselves and always striving to do the best job possible.
Brown added: “As soon as we saw the depth and breadth of the brief and the challenge ahead, we were eager to dive right in and start working with Kathy and the entire North Sails team on this epic integrated campaign. Being entrusted with the development of the concept and being able to materialize it through two life-size shoots and materialize it within our creation studio, not to mention an activation in Saint-Tropez, was an incredible moment for the agency.”
North Sails joins an agency B Corp lifestyle client roster of 15, including Elvie, Tangle Teezer, Owlet and Green Chef.