GORE-TEX® ‘Think’ campaign challenges people to get inspired by trying something new
May 3, 2017
Campaign launch in association with light painting encourages people to get outside and find wonder, creativity in unexpected ways.
FELDKIRCHEN-WESTERHAM— Think about your passions. Think about having fun. Think about being inspired. Think about trying something new.
As W. L. Gore & Associates launches its new “Don’t Think About GORE-TEX®” brand campaign, it is challenging people to think differently about how they get inspired, have fun out in the elements, follow a passion, and find their state of flow. The campaign is inspired by the simple fact that you can rely on – and don’t need to think about – GORE-TEX® products. It plays on the idea that the more reliable your gear is, the more you are able to focus on whatever outdoor activity you most enjoy pursuing. And that the GORE-TEX® brand has the historical credentials and ongoing technological innovation to allow consumers to completely trust any product built with its technology.
Of the countless ways there are to follow a passion, light painting – using a camera to capture fleeting images in inspiring natural settings with the movement of hand-held lights – illustrates how truly limitless the possibilities are, how beauty and creativity can be found in unexpected places. And how the simple act of discovering something new can help spark wonder and imagination in everyone. The artists Cenci Goepel and Jens Warnecke from Lightmark, equipped with GORE-TEX® jackets and footwear, created inspiring light-painting pictures in Iceland by photographing moving light sources at night.
To illustrate the beauty of trying new things in the great outdoors, the GORE-TEX® brand – in association with the launch of the #ThinkProject campaign created by word-of-mouth agency 1000heads – will offer a competition through which consumers can win a light-painting trip to Iceland, among other adventure-oriented travel, including a music festival weekend in England or an outdoor photography trip to Scotland. Contest entries close June 16, 2017, and winners will be chosen by the end of June. Visit www.gore-tex.com/think to find out more details and to enter.
Light painting is just one of the experiences the GORE-TEX® brand will explore as part of its #ThinkProject campaign. Over the next few months, it will invite consumers to share the things they love doing with GORE-TEX® garments and footwear.
L. Gore & Associates is a global materials science company dedicated to transforming industries and improving lives. Since 1958, Gore has solved complex technical challenges in demanding environments — from outer space to the world’s highest peaks to the inner workings of the human body. With approximately 10,000 Associates and a strong, team-oriented culture, Gore generates annual revenues that exceed $3 billion. www.gore.com
About Gore Fabrics
Gore Fabrics Division revolutionized the outerwear industry with waterproof, breathable GORE-TEX® fabric 40 years ago and remains a leading innovator of performance apparel. Gore fabrics products provide comfort and protection in challenging environments and in everyday life, enabling wearers to safely and confidently achieve and experience more. From hiking in downpours to military operations and fighting fires, Gore’s deep understanding of consumer and industry needs drives development of products with meaningful performance advantages. www.goretex.com
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Verde Brand Communications