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New GORE-TEX Brand Campaign Showcases Commitment to Innovation, Performance and Responsibility

September 16, 2022

Media Contact

Farra D’Orazio
W. L. Gore & Associates
Tel +1 443 206 5553
fdorazio@wlgore.com

ELKTON, Md

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. 

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