CONCEPT

The concept for the key visual centers on a natural and humanized aesthetic, featuring a close-up of logs of wood, which represent the raw materials used to create TENCEL fibers. Each tree ring pattern is uniquely displayed, underscoring the one-of-a-kind nature of TENCEL. This visual not only emphasizes the brand identity but also resonates with the brand logo. Additionally, some logs are portrayed as cracked or not meeting the same standard as TENCEL, highlighting the distinction between authentic TENCEL products and counterfeit alternatives.

The Lenzing campaign has proven to be highly successful, with its key visual being utilized at various events to effectively promote the TENCEL™ brand. This striking visual not only captures attention but also reinforces the campaign's message of authenticity and quality.

OUTCOME