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Fashion
Published: 20 Feb 2014

Patagonia’s DamNation at SXSW

American outerwear and activewear brand Patagonia will release a film exploring some of the biggest manmade dams across the US and their impact on the environment at the up-coming South by Southwest film festival in Austin, Texas (March 7-16).

DamNation documents the changing attitudes towards these engineering wonders as environmentalists and biologists reveal their damage to the health of rivers throughout the country. Cinematographically powerful, the film documents the beauty of the natural American landscape in its ethical quest.

Patagonia is by no means the first brand to bring out an original documentary – read about Italian fashion label Gucci, international skincare brand Dove and Irish stout manufacturer Guinness’ efforts in Branded Entertainment. But the brand does a good job of celebrating its strong ethics and brand ideology by creating appropriately ethical narratives that bond consumers to the heart of the brand.

Read more about its previous film, Worn Wear, which celebrates old, well-loved heritage pieces in Patagonia’s Anti-Black Friday Campaign. Also, don’t miss Ethical Fashion, which explores the industry’s sustainable future. 

Research by American internet corporation Yahoo! and global ad agency BBDO revealed that 57% of consumers want to know about the history of a brand; 54% want brands to tell them “why we should care about them”; and 45% are seeking interesting brand stories. Successful branded content like this nurtures deeper engagement with consumers, in a way that traditional 30-second spot advertising can’t. Read more about this in in Chipotle: The New Netflix?, featuring insight from the team behind the US-based Mexican grill chain’s new Farmed & Dangerous TV series – publishing this Friday. 

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