As silly season begins to take hold, brands are asking themselves whether they’re all-in or defiant. Black Friday is increasingly divisive but it’s here and it’s topical. The choice can be more than just in or out, though, as Heimplanet are about to demonstrate.
Their “HPT BLACKOUT” campaign isn’t just about slashing prices it’s about putting the onus on the consumer and provoking thoughts as well as sales. While customers are indeed invited to take up to 30% off everything, there’s a crucial difference: said customers choose whether they keep the full discount or give part of it over to the planet. It’s rare to see a brand hand the reins over so cleanly, and rare too to see the act of saving become a collective gesture rather than a solo victory.
Heimplanet has long anchored itself in sustainability; indeed they’re a member of 1% for the Planet. But here, the gesture feels sharper, more immediate. It’s not 1%, it’s up to 30%. And you get to choose whether you put yourself before the planet. Bit of a challenge that, isn’t it? We’re used to seeing Heimplanet in tents, but this is actually more intense.
Good, though.
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