W.L. GORE Associates

International campaign for GORE-TEX® SURROUND™


Overall concept development

Design development and detailing

Communication concept

Campaign concept and realisation

TV commercial
Imagery and photo shoot

POS communication

The task
The project involved developing a communication strategy as well as a creative, international TV campaign for the GORE-TEX® SURROUND™ product technology. GORE-TEX® SURROUND™ uses the GORE-TEX® ingredient brand and its proven product attributes of “waterproof and breathable” in shoes designed for warmer temperatures (spring, summer, autumn). It keeps people’s feet completely dry yet comfortable and cool in all types of weather. The aim was to highlight the proven product features of GORE-TEX® SURROUND™, “waterproof and breathable in all types of weather”, in an emotional way while explaining the complex technology behind it in an easy-to-understand way.

Our idea
The sense of well-being that the GORE-TEX® SURROUND™ product technology provides should be tangible and visible in all media. We developed a communication strategy for a cross-media campaign. The format is split into two sections to show the two product attributes, “waterproof and breathable”. This device was used as a recurring theme and highly recognisable feature throughout the entire campaign and across all media. The schematic technical drawings, or the so-called wireframes, made the product attributes of “permanently waterproof” and “visibly breathable” easy to understand.

In addition to the extensive print campaign, the emotional 25-second commercial was another important focal point of these efforts. Three different versions were designed to appeal to women, men and children. We also developed POS tools that integrate the split principle, e.g. through folding and sliding pieces, or 3D elements. This effect is achieved online using animation. 

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