W.L. Gore & Associates launched a brand campaign called “Don’t Think About Gore-Tex.”
The campaign challenges people to think differently about how they get inspired, have fun out in the elements, follow a passion and find their state of flow. It features light painting – using a camera to capture fleeting images in inspiring natural settings with the movement of hand-held lights – to illustrate how beauty and creativity can be found in unexpected places. Artists Cenci Goepel and Jens Warnecke from Lightmark created the light-painting pictures in Iceland.
The Gore-Tex brand – in association with the launch of the #ThinkProject campaign created by word-of-mouth agency 1000heads – will offer a competition through which consumers can win a light-painting trip to Iceland, among other adventure-oriented travel. Contest entries close June 16, 2017, and winners will be chosen by the end of June.
Photo courtesy W.L. Gore & Associates
