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Creative Director’s Choice: Basic’s Matt Faulk on why Patagonia Action Works is saving the Earth

Patagonia Action Works is chosen as this week's Creative Director's Choice

Creative Director’s Choice gives creative directors a chance to highlight the current work they think is the best out in the ad world – the ads and campaigns they believe are making a difference.

This week, Matt Faulk, chief executive officer and executive creative director at Basic, makes a case for why the Patagonia Action Works website and platform – which supports grassroots activists – is helping to save the planet.

We live in a world where profit sets the commercial standard for success. Downturns and bankruptcies are often blamed not on the absence of a visionary leader, but on the consumers who don’t have the resources to spend. Patagonia is brand that flipped this standard on its head. They are a company on a mission, and their profit comes from evolving and innovating business practices, processes and curating products in service of the planet. As a result, consumers flock to own a piece of the brand and their mission.

The Patagonia Action Works platform, created by Chicago agency Someoddpilot for people and organizations working to save Earth from destruction. This initiative is something that couldn’t have been done by just any brand. It had to be done by a brand who walks the talk. Patagonia owns their successes, and steps up when they are wrong, something they have done from day one. They serve as an example and conduit to help others build a connected ecosystem of activism.

A brand’s success today is dependent on having strong values. As culture continues to evolve, Patagonia’s values continue to resonate with each generation. While other brands struggle to connect to consumers today, Patagonia continues set the bar. Patagonia Action Works is a beautiful example of how businesses can build community, have a positive impact and make a profit, by not selling a single product.

Props to the team who created the experience. It’s easy to use, beautiful to look at, and a powerful tool to make activism personal, local and approachable.

Matt Faulk is the chief executive officer and executive creative director at Basic, a San Diego-based digital design agency that fuses culture and commerce for brands.

See the creative by clicking on the Creative Works box below.

To see the latest creative ads and campaigns, visit The Drum’s Creative Works section. If you or your creative director would like to feature in our Creative Director’s Choice, please contact Kyle O’Brien.

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