Popular British cartoon character Paddington stars in classic outerwear brand Barbour’s latest Christmas campaign.
Alongside the “kind-hearted bear from Peru”, Barbour’s Wax for Life circular economy initiative also plays a key role in the short campaign film, the British brand announced on Friday. It is the second time that the fictional character Paddington has appeared on the books based on Michael Bond and illustrated by Peggy Fortnum, is part of a Barbour campaign.
As in the books, Paddington is embarked on a heartbreaking adventure as he goes after a mishap in search of a present for his neighbor Mr. Curry. In the window of a Barbour store, he spots a green “Re-Loved” wax jacket that he buys for Curry.
“We are delighted to have Paddington in our Christmas film,” said Paul Wilkinson, Barbour’s Group Marketing Director & Managing Director, USA. “Prolonging the life of our garments has been at the heart of our brand for over 100 years, and with Barbour Re-Loved, a focus of our Wax for Life initiative, we’ve been able to show the importance of upcycling in a humorous and soulful way, and how much it can do thoughtful and unique gift, especially at Christmas time.”
Barbour x Paddington Re-Loved jackets
With “Re-Loved” Barbour enables its customers to give in their old wax jackets, who receive a voucher in return. The jackets are then cleaned, re-waxed and repaired in order to put them back on sale.
In line with the campaign, Barbour is also releasing a limited edition “Barbour x Paddington Re-Loved” jacket that features “special Paddington lining”.