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The Ghost Net Project

650 000 tonnes of fishing nets are floating around in our oceans as Ghost Nets, what if we could harvest the floating nylon forests and turn them into high quality rainwear. 

The Ghost Net Project

Portfolio work from Tretorn, as head of marketing and creative director 

Case: Consumer insights, Concept to Consumer Strategy, Product design brief, Visual development and production, Lifestyle PR and influencer seeding, media partnerships and   

Selected impact: National Geographic, Make It Last, Dagens Industri, UN World Oceans Conference NYC, Crown Princess Victoria Bernadotte, Plaza, Icon, Cafe, KING, Veckans Affärer.       

The Ghost Net Project was a brand purpose activation initiative created to showcase Tretorns commitment within sustainable innovation. It was part of a three season collaboration with Swedish Outdoor retailer Naturkompaniet where we took a stand in the shared passion for responsible manufacturing and retail.  

 

We launched, The Left Over Project, The Ghost Net Project, The Biodegradable jacket. My role was creating the concept, creative lead, design planning and sourcing, GoTo-Market strategy and activation with PR, influencer marketing and retail.   

The idea was based on the insight that 650 000 tonnes of fishing nets are floating around in our oceans. Fishing nets are made out of high quality nylon which decay slowly, risking to wipe out entire eco system. We said -

What if we could find our “non natural” resources in a “semi natural way” in nature? 

We created a limited edition line of rainwear that was made from collected fishing nets and ocean waste. It had a new design, new way of on-product marketing, new style of hero, outdoor and e-com photography and was launched in selected Naturkompaniet stores and online.  

My Role:

  • Conceptual idea

  • Design brief for products 

  • Go To Market strategy

  • PR and influencer activation

  • E-com and digital activation

  • Instore merchandising 

  • Visual brief and production