An Immersion in Sustainability with Nau
Based in Portland, Oregon, Nau doesn’t just pay lip service to sustainability. From sourcing of materials and eco-friendly factories to the brand’s Partners for Change program, Nau follows the ethics of modern design and sustainability in every aspect of business.
TURNER’s challenge was to increase our target media’s understanding of Nau’s mission and expand Nau’s storytelling opportunities and brand messaging.
What We Did
TURNER opted to show, rather than tell, with an immersion experience that highlighted Nau’s sustainability, community, design and product innovation. We invited 10 editors to escape the city on a fall day trip to upstate New York orchard Fishkill Farms for an apple-picking excursion. The day kicked off with an organic breakfast, where attendees selected Nau gear to wear for their adventure. Upon arrival at the orchard, guests enjoyed a tour of the farm, picking of organic and Ecotrust apple varieties, and a farm-to-table picnic lunch provided by local sustainable caterers. Sustainability messaging was threaded throughout the day, with thoughtful discussions of the farm’s ecological farming methods and Community Supported Agriculture system, along with Nau’s perspective of building a better business.
Attended by a mix of lifestyle and fashion media from A Life Supreme, Cool Hunting, EcoFabulous, HighSnobette, Lucky Online, National Geographic, Men’s Fitness, Shape and William Yan, the trip built lasting editor relationships, in addition to media conversions that included higher-level brand messaging. Each attendee converted to a placement, either immediate or in holiday gift guides.