Outdoor Apparel | Multi-Cultural | Music | Digital Media

Expand Social Impact by using the emotional and universal appeal of music to inspire people to “see the world and make it better”​ , reach New Demographics, align with purpose-driven causes and, reinforce Cotopaxi’s identity as a human-centered, impact-driven brand.

Music serves as a universal language for empathy and activism, particularly for Gen Z and Millennials who seek purpose in brands. They want to connect beyond purchases, and by collaborating with artists who support social causes, brands can leverage music culture to transform fans into changemakers and products into impactful tools.

In sum, the creative concept of “Music for Good” hinged on cultural resonance: using music-driven storytelling to spark empathy, and aligning with artists in an organic way. This approach turned marketing content into something akin to social activism, which strongly reflected both the artists’ and Cotopaxi’s values.

“Music for Good” campaign was designed to harness music as a vehicle for social impact, in line with the company’s Gear for Good ethos. We executed a multi-faceted strategy to engage this audience through authentic storytelling and direct community involvement.

Executive Production | Creative Strategy | Digital Video Production | Talent Procurement

Digital Videos (2:00 to :15), Co-Branded Content, Experiential Partnerships, Danny Ocean & Tierra Whack

“Do Good” Philosophy: Every communication in the campaign reinforced Cotopaxi’s core mantra of doing good. The partnership announcement itself described Cotopaxi as a “human-centered brand…focused on discovery, connection, and compassion for others”.

Seamless Brand-Artist Values Fit: The messaging highlighted the organic alignment between Cotopaxi’s brand values and the artists’ personal causes. Communications noted the “alignment between Ocean and Whack’s personal pursuits and The Cotopaxi Foundation”, connecting Danny’s refugee relief work and Tierra’s youth empowerment efforts with Cotopaxi’s focus areas​.

Consistent Tone and Visual Identity: The campaign maintained Cotopaxi’s vibrant, optimistic brand tone. Visuals often featured the brand’s colorful gear alongside the artists, and copywriting frequently used Cotopaxi’s tagline language (e.g. “Do Good”, “Gear for Good”).

Enhanced Reach and Brand Awareness: 500k+ Views

Community Engagement and Positive Sentiment: “Music for Good” cultivated a sense of community and purpose among participants, aligning a new group of consumers with Cotopaxi’s do-good mission.