ELKTON, Md. (September 15, 2022) – W. L. Gore & Associates (Gore) has announced that the consumer business of its Fabrics Division will introduce a new GORE-TEX Campaign, titled “Our Work is Never Done,” which will launch on digital channels globally this autumn.
Celebrating the introduction of new GORE-TEX Products in the AW22 season, the campaign showcases the four decades of innovation from Gore’s Fabrics Division. The story shares the journey, through scientific knowledge, to develop high-performing product technologies that provide durable waterproof, windproof and breathable protection. At the end, the campaign introduces new GORE-TEX Products. These new products represent a key milestone in Gore’s ongoing sustainability journey.
“As a science-based company, constant innovation is central to our work, and we wanted the campaign to carry the attitude of our on-going commitment to finding responsible solutions that meet our standards for durable performance,” said Marc Bock, Global Content Leader for the GORE-TEX Brand. “The campaign captures our brand’s history while also highlighting that we reach these new heights through our collaboration and cooperation both with leading brands and outdoor enthusiasts.”
To inject a sense of infectious energy and tongue-in-cheek humor into the campaign, Gore worked with AKQA’s Berlin Studio to select up-and-coming Canadian director CARAZ, who recently won two golds for her short film at Cannes. Shot with a kaleidoscope of colors and a full spectrum of shooting formats, the approach from CARAZ showcases the brand in a fresh perspective, blending heritage and innovation with science and style.
As AKQA Berlin Executive Creative Director Alex Rose emphasizes, “It was an absolute joy and honor to work with a team that takes its commitment to sustainability so seriously. It was, of course, also a lot of pressure to make sure we reflect this in our collaboration. It became apparent that the best way to tell the story was by looking at the progress they’ve always strived for with responsible performance. Through our work with the team at Gore, we’ve realized that for innovators and scientists, this work is never done.”
To support the new GORE-TEX Products, the campaign will be released globally on Friday, September 16 on multiple digital platforms and gore-tex.com. This campaign also marks the first creative executions that carry the brand’s new tagline and promise: “Going Further, Together.”
Credits
W.L. Gore & Associates
Marc Bock – Global Content Leader
Chris Blackwood – European Marketing Team Leader
Fabian Gruenwald – European Digital Marketing & Social Media Management
AKQA
Account Manager – Luisa Verhagen
Senior Project Manager – Sable Yeh
Senior Producer – Leandro Santini
Group Creative Director – Alex Rose
Associate Creative Director – Andre Blanco
Senior Copywriter – Siouxzi Connor
Associate Art Director – Leandro de Torres
Associate Strategy Director- Stacey Zhao
Project Manager- Gaia Mancini
Program Director- Flavia Ancuta
Senior Motion Designer- Christian Detken
Bonaparte
Director: Caraz
Founding Partner: Philip Töpfer, Nico Kreis
Executive Producer: Nico Kreis
Producer: Allison Lang
Service Production Company: Film39
AD: Adriana Itu
DOP: Tim Bieker
Art Director: Medeea Enciu
Wardrobe Stylist: Flaviana Isachi
Model: Theo Ching @ Forte Models
Post Production Supervisor: Aratrika Das
Editor: Simon Klinkertz
Finishing Offline Editor: Nicolas Herwig
Colorist: Simon Boissonneaux
Music: Wolfsrudel Music
About Gore
W. L. Gore & Associates is a global materials science company dedicated to transforming industries and improving lives. Since 1958, Gore has solved complex technical challenges in demanding environments — from outer space to the world’s highest peaks to the inner workings of the human body. With more than 12.000 Associates and a strong, team-oriented culture, Gore generates annual revenues of $4.5 billion.
For more information, visit gore.com
GORE, GORE-TEX, GUARANTEED TO KEEP YOU DRY and designs are trademarks of W. L. Gore & Associates.
