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Patagonia: Hemp. Natural. Misunderstood. Legal.

Project Type

Product Marketing Campaign


April 2023


Media Planner

Since the legalization of cannabis first began, a widespread hysteria among consumers meant a severe misunderstanding between Hemp and Cannabis. For example, Hemp is a non-psychoactive plant that contains less THC than Cannabis, and is often used in biofuels, wellness supplements, and you guessed it: textiles. Because of the recent legalization of certain psychoactive marijuana products across the US during and before the 2018-2019 timeframe, these two very different products were often roped together and villainized. Many concerned Americans perusing the isles of a local Target might come across a very popular lotion brand called Hempz. Sometimes, this would result in the consumers taking to Twitter and airing their frustrations at the stores carrying these products. The level of misinformation and bias around hemp products in the first few years of their popularity made it increasingly difficult for brands that utilized them to correctly educate consumers. 

In 2018, Patagonia was prepared to face this problem. The Deutsch team was tasked in finding a partnering platform to share the story of Hemp, and reintroduce the leafy green to the public as a very responsible, ethical and environmentally friendly product to invest in. The result was an absolutely stunning video that showcased a behind-the-scenes look at how hemp products are made, from start to finish. The minute-long product was used in all media campaigns, and directed clicks to the full 15-minute micro-doc which explores in greater depth the history and significance of Hemp in the United States.

If you'd like to view the full feature linked below, please sign in to your YouTube account to verify your age. Ironic, isn't it?

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