Sealand Gear is a sustainable brand that upcycles old boat sales and billboards into premium bags and lifestyle gear for a global, eco-conscious target audience. Their one-of-a-kind bags are sold online and around the world through department stores like Selfridges. They were on the cusp of opening a flagship experience store in Cape Town where people could see the full range of Sealand Gear’s upcycled products. With media inundated with invites of this kind, we needed to cut through the clutter and get Sealand’s select group of media and influencers to the store opening, as well as make them aware that Sealand is a sustainable brand. We created an invite that unlike normal invites doesn’t leave any trace on the environment. No materials, no waste.
Working within a 5-hour timeline between tides beach artist JBen created a giant 50m invite in the sand. It was then captured using drone footage and was washed away at high tide leaving no trace of the invite behind. The video was then edited and sent via email to prominent media and influencers. 100% of the media invited attended the event.