Global Warming Sucks. Eh, socks.

Sustainable clothing brand Goat Organic Apparel and creative agency Lemon Scented Tea collaborated in creating a campaign and product launch in the Netherlands in December 2023. Goat and Lemon Scented Tea created digital advertisements and “Global Warming Socks” socks to remind people of an upcoming “wet-sockpocalypse” our world faces due to the buying and production of poorly made clothes. 

Goat decided to launch this digital campaign [on Instagram, YouTube, and Goat’s website] around the holiday season, as consumers are looking to buy clothes for themselves and others. Their goal was to create awareness and conversation about the problems of global warming in fashion and the amount of emissions the textile industry produces. 4% of global greenhouse gas emissions come from the textile industry and even one garment consumes a huge amount of energy and water, resulting in global warming and eventually rising sea levels. This campaign sought to inspire consumers to buy more sustainable clothing that could last a while.

Goat is straightforward in this campaign stating, “Global Warming Socks. Plain white sports socks, but from Goat.” There are people, like myself, who choose not to spend extra money on objectively higher quality items and would question the fact that a pair of socks cost $17 for what? In this case, the one pair of socks cost that much for a good cause and that is the consumer’s choice whether or not they decide to purchase it or not. Global warming is happening as we see it with the recent rain storms, hot temperatures, extinction of animals, and rising sea levels. The campaign is a first big step in raising awareness to avoid the wet-sockpocalypse.

The art direction of this campaign was quite moving and very impactful. The black and white theme evokes a sense of nostalgia, and melancholy with the deep contrast instilling a moody and mysterious aura. The title and copy of the campaign is also original, dramatic, intriguing, and humorous with the play on words. The campaign states that we’ll probably be walking around with wet socks in 2050 caused by the rising sea levels.

Between Goat’s video commercial and posters for this campaign, my favorite ad was a digital banner ad that shows someone wearing Goat’s new sock product with the wording “Global Warming Socks.” This ad evokes feelings of seriousness, silliness, and uncomfortability. When I saw the ad, I can feel the squishy, drenched, cold feeling of wet socks on my feet and it makes me say “Ew, that’s gross,” but also makes me consider buying quality, sustainable clothing. I believe that this campaign’s ads are powerful through the unique storytelling because of the combination of juxtaposed emotions of curiosity to learn about the brand, humor with the puns, and uncomfortability when picturing wet socks.

“Global Warming Sucks. Eh, socks” campaign is an underrated advertisement. Goat and Lemon Scented Tea created a powerful story through their digital visuals to sell us a product, but also a lesson and a reminder to invest in sustainable quality clothing to prevent and slow down climate change.

Disclaimer: The information and ads contained in this site are for PR 524: Multimedia Content Creation for Brand Storytelling I and are not affiliated with Goat Organic Apparel.