Pull and Bear’s eco touch
In occasion of the World Tree Day (last September) the Spanish fashion brand Pull and Bear has launched an eco-friendly online initiative to share its eco-responsible vision and engage/activate brand fans who care about the future of mother earth.
First of all, they have stopped printing their catalogue, making the product visuals available online only. By doing this they have already saved dozen of trees but fortunately they take their eco approach a step further.
The site features a series of messages and mini games with the aim of explaining how Co2 can be reduced and how everybody can have an eco-responsible behaviour in his own daily life.
I like the initiative but I’m not sure I like style of the illustrations which in a way, at least to me, lower a bit the tone and the value of the communication. I also don’t like the fact that you have to register to start the experience. I understand registration is important if you want to build a community, but you should first show and offer something and then ask people to sign up.
However, don’t get me wrong, the two negative comments are not against the idea but rather on a few details of the campaign that could be improved.