Spinnova - Commercializing the radical innovation.
Spinnova is a transformative textile innovator and the only company globally that can produce textile fibers from multiple raw materials without any harmful chemicals or dissolving. Spinnova’s vision is to transform the raw material base of the entire textile industry. It is a tall order for a small company, and they couldn’t do this alone. No one could. We believe it is possible to achieve when you have a game-changing innovation at hand. And secondly, when the most vital partners stand alongside you. That is why Spinnova has built a strong network of brands, raw materials, and technology partners. They have already scored some impressive partnership deals with the world’s most famous brands, adidas, The North Face, and H&M.
Spinnova’s branding work is based on a vision of ‘nature meets technology’ and its mission to be a leader of the sustainable textile industry while building a credible story alongside world-class clothing brands. From the very beginning, it has been important to build Spinnova’s own story and provide a clean and open platform for collaborations.
20/20 has been a strategic partner designing and producing co-branding campaigns and partner branding assets. 20/20 Helsinki was also the creative agency tasked with the new visual identity, brand images, film, website (spinnova.com), digital marketing assets, and print materials.
Co-branding with the top brands in the world.
Spinnova´s journey was on the verge of commercialization and positioning as the leading sustainable ingredient brand globally. The brand renewal work played a critical role when the plan was to move towards a more strategical and aggressive scale-up phase.
The starting point for the brand work was to find the visual language for Spinnova’s vision where high tech meets nature. A language that communicates Spinnova as a modern sustainability company and still very close to nature. Spinnova’s brand needed to reflect the business as a modern high-tech brand and position as the leader in sustainable textile materials.
In the co-branding campaigns, 20/20 continued the same visual language with the partners and their unique products and stories. The launch assets were distributed globally in the brands’ marketing channels. During their launch year, they reached millions of views in the most recognizable media: BBC, Vogue, Wired, Forbes, Fast Company, Monocle, Elle, Reuters, and Hypebeast, to mention a few.
adidas & Spinnova pushes the limits of eco-innovation.
To celebrate the partnership launch with adidas and Spinnova, we wanted to tell a contemporary visual story of everything Spinnova stands for: technology, humanity, pure materials, and the powerful nature.
The launch imagery was created by following Spinnova’s brand ingredients, from the calm but energetic atmosphere to simple design and natural materials. A language that communicates Spinnova and its partners as modern and sustainable technology forerunners yet very close to nature.
20/20 produced the partnering launch materials consisting of the master film and other campaign assets and materials for digital marketing for both brands Spinnova and Adidas.
The adidas TERREX HS-1 hoodie.
Twelve months after adidas and Spinnova announced their partnership, their first launched product is out for the public to purchase. The adidas TERREX HS1 hoodie is a unisex midlayer for hikers and outdoor explorers, composed of natural SPINNOVA® fibre and organic cotton, and made without dyeing or bleaching chemicals.
The TERREX HS1 is now available for purchase on adidas.com and in other selected retail outlets with international reach.
The North Face and Spinnova Partner To Produce Sustainable Textiles.
The North Face and Spinnova partnered to produce high-performance and sustainable collaborative textile materials focusing on The North Face’s range of outdoor apparel.
As the technology of the textile industry continues to reach new heights, the issue of practicing sustainable methods continues to persist. 20/20 created the launch strategy, materials, and co-branding for the partnership launch.
The H&M Group’s ambition is to become fully circular.
The H&M Group joined the group of brands in a partnership with Spinnova. “The H&M Group’s ambition is to become fully circular. We see Spinnova as having great potential to address several of the sustainability challenges we face today,” comments Mattias Bodin, H&M Group’s Circular Innovation Lab Lead.
Most leading apparel brands are committed to becoming climate neutral or even climate positive. Since Spinnova materials’ cradle to gate emissions are considerably less than those of cotton, it is a radical improvement to existing textile fibres. Spinnova’s fibre already works well in blends with other natural fibres, especially cotton. In big volumes, Spinnova blends alone can have a big positive environmental impact.
20/20 created the co-branding assets and the launch film and materials for the partnership launch. The launch look & feel was a great example of co-branding with Spinnova. The film and social media assets had a clean and modern look combined with the high technology and nature messaging.
Arket x Spinnova
ARKET becomes the first H&M Group brand to release a SPINNOVA® product commercially. The product is a rendition of ARKET’s signature men’s overshirt in a classic light grey and made from a soft blend of 18% SPINNOVA® fibre and 82% more sustainably sourced cotton. Minimally detailed and cut with extra room, ARKET’s modern overshirt can be layered over shirts or knits as an adaptable alternative to tailored jackets. Limited number of the shirt will be available online now.
Results.
Spinnova's goal was to commercializing the radical innovation and to work with the world-class partners. Spinnova scored with the worlds biggest brands already during the first commercial year and that is a true succes: adidas, H&M and North face among other great partners and brands.
spinnova.com performance from previous year
+131% Website visitors
+105% Pageviews
adidas launch week
+1153% Visitors
+1257% New Users
+832% Pageviews
North Face launch week
+136 Visitors
+153 New Users
+173 Page Views
H&M launch week
+124% Visitors
+127% New Users
+108% Pageviews
Media reach 9.2021-2.2022
840 earned media articles
95,8% Share of voice compared to competitors
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Spinnova has been during the year in almost all of the biggest and the most interesting medias: BBC, Vogue, Wired, Forbes, Fast Company, Monocle, Elle, Reuters and Hypebeast to mention a few.
”Spinnova Collaboration Presents Breakthrough Circular Fibers At NYFW, Following $135 Million IPO”
Forbes
”New innovations like Spinnova’s fibre show the potential of extending the life of leather”
Vogue
“Ideal for everything from loungewear to workwear – all while using a fraction of the natural resources and chemicals required by current processes”
Wired
Production.
Client
Spinnova
Chief Commercial Officer: Lotta Kopra
Business Development Specialist: Reetta Hassinen
Head of communications: Emmi Berlin
20/20
Creative Director: Jyri von Schoultz
Art Director: Jenny Stringer
Graphic Design: Merja Jaskara
Client Director: Mia Oksala
Copywriter: Reetta Hassinen, Emmi Berlin
Photography
Photographer: Anton Sucksdorff
Retouch: Flc
Film
Production Company: 20/20
Director: Jyri von Schoultz, Jenny Stringer
DOP: Anton Tevajärvi
Producer: Mia Oksala
Stylist: Yoonsik Kim