Geox

Geox S.p.A. is one of the most important Italian shoe manufacturers. With a network of 1,161 single-brand stores and 11,000 multi-brand stores, it is present in 110 countries worldwide. With the 'footprint Geox' project the company wanted to calculate the CO2 emitted to produce a pair of shoes and start a process of reducing emissions of its entire production chain.

N. of trees planted 6.700
Beneficiary farmers 394
Forestry project Haiti

Brief

Geox wanted to involve its employees in its sustainability efforts. Secondly, the company also wished to increase the green perception of its brand and to drive in-store traffic.

Concept

To involve the employees in this initiative, 700 trees were planted and gifted to them together with the Treebox. This box contained, first of all, information on the sustainability campaign that Geox wanted to communicate to all its employees. Also it contained a tree-shaped cardboard paper-craft, to be assembled and decorated with objects available at the workplace. This activity required team work and had the slogan 'this Christmas do not cut a tree, plant it'. To engage customers, Geox launched the Green Weeks initiative. Two weeks during which Geox offset the CO2 generated by all their shoes sold in Europe, by planting trees with Treedom. During the Green Weeks, customers received a special discount, and the brand's environmental commitment was communicated in each store. All the windows were dressed with stickers about the Geox forest and the staff in store distributed information about the initiative. At the end of the 2 weeks, 6,000 trees were planted

Created by Treedom

Competition

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Web development

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Communication

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Media plan

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Eco gadget

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Emissions estimate

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Carbon footprint

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Copy/Storytelling

Content development for the initiative, useful for storytelling.

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Photo/Video

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Output of the initiative

1.440 Shops in Europe that took part in the initiative
700 Employees who received a tree for Christmas and were involved in the initiative

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