OEKO-TEX – Brand Awareness Campaign
- Creative campaign
Corporate
2026
Ever noticed the OEKO-TEX logo on the label of a shirt, towel or pillow case? Do you know what it stands for? In this campaign, we show conscious consumers what it looks like when you can trust in every thread.
Campaign purpose
OEKO-TEX® is a global testing and certification system for the textile and leather industries. Their standards ensure that textile products are free from harmful levels of chemicals and produced sustainably. However, not many people are aware of OEKO-TEX’s important work that pressures suppliers and brands into more accountability. So a more consumer-facing claim was developed: Trust in Every Thread. A global campaign was needed to raise awareness about OEKO-TEX® amongst end consumers, ultimately encouraging them to look out for the label and make more responsible purchasing decisions.
Standards that build trust
To deliver a campaign that would appeal to a global audience of conscious consumers, we developed a hopeful story: Instead of making a campaign film about fast fashion, clothing dumps and unjust working conditions, we opted for a story that would emphasize the fact that solutions are there; that suppliers are being pushed into more responsibility; and that consumers can trust the textiles they use every day. The OEKO-TEX® label is proof of that—every thread tested to ensure safety and piece of mind.
What trust looks and feels like
Our campaign film tries to show what trust looks and feels like. A poetic, dynamic, family-friendly, nature-loving story about friends coming together like threads weaving into each other; about living life to the fullest, trusting what comes closest to your skin; about how OEKO-TEX® takes a closer look so you don’t have to. Apropos: One of the highlights of the campaign film is a CGI-sequence in which we zoom into the sweater of one of our protagonists. We go so far up-close that we see how her sweater is made up of thousands of individual threads. A technically demanding scene that delivers the key message; a whole universe of its own, yet always connected to and existing in relationship to the consumer.
Credits
Strategist & Account Manager: Marta Haugsand
Creative Director: Nathan Saurer
Art Director: Cyril Jaunin
Producer: Gaëlle Gros, Marta Haugsand
First AD: Mathilde Neau
Assistant Producer: Lisa Keravec
Director: Lionel Moerch
DOP: Tobias Kubli
1st Camera Assistant: Raphael Schulze Schilddorf
2nd Camera Assistant: Soraya Jimenez Di Fazio
Gaffer: Lino Kalt
Electrician/Grip: Constantin Popp
Location Scout & Manager: Alex Biondi
Stylist: Marie Dami
HMU: Kristina Vidic
VFX Supervisor: Milko Stoev
Edit: Sébastien Gerner, Diego Weidemann
Graphic Design: Mattia Marchese; Aurore Huberty
Motion Design: Elisa Ciocca
Colorist: Cecilia Barbuti
Sound Design & Music: Parallel People
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Services
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- Strategy
- Creative direction
- Art direction
- Film production
- Post-production
- Campaign assets